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Beyond the Bale : June 2015
OFF FARM 15 London played host to a Cool Wool press day to highlight the trans- seasonal properties of wool and raise the profile of Cool Wool amongst the UK press. Ten select members of the press were invited to an intimate breakfast that included an ‘in conversation’ panel with designers Holly Fulton and Lou Dalton and Sales Director for Holland & Sherry, Lindsay Taylor. Chaired by fashion commentator Colin McDowell, the panel explored the versatility of wool and common misconceptions of the fibre. Thirty-eight key members of trade and consumer media attended an open house in the afternoon. Eleven Merino wool outfits – spanning high street retailers including Marks & Spencer, performance brand Armadillo Merino and designers including Victoria Beckham and Vivienne Westwood – were displayed for this year’s Spring/Summer season. The Spring/ Summer 2016 edition AWI’s The Wool Lab sourcing guide was also on display, along with a film loop that carried The Woolmark Company, Cool Wool and designer collaboration messaging. The UK trade and consumer press have been briefed about Cool Wool at a showcase event in London. UNITED KINGDOM Leading department store JR Nagoya Takashimaya introduced Cool Wool into its recent ready to wear range. AWI hosted a wool appreciation class for Takashimaya sales staff to increase wool sales during the campaign. In addition, JR Nagoya Takashimaya also ran a social media campaign, under the tagline ‘Dress in suits in summer; the new standard of business style, Cool Wool’. The campaign featured Cool Wool suits from brands including Takeo Kikuchi, D’URBAN, Orobianco, Gotairiku and J.PRESS. Premium retailer Isetan Men’s in Tokyo also featured a collection of Cool Wool fabrics for their bespoke tailored suits and developed a special Cool Wool fabric with manufacturer Nakaden Keori. Men’s apparel retailer J.PRESS also launched a Cool Wool collection featuring NIKKE’s Cool Wool fabric. Cool Wool is being featured by Japan’s major retailers and brands during the Spring/Summer selling season. Premium Chinese manufacturers – including Challenge, Diyang, Natsun, Ruyi, Sudewolle Group, Sunshine and Xinao – have joined the Cool Wool supply chain in the past year. Their latest Spring/Summer 2016 Cool Wool collections were showcased at a high-profile trade and retailer event held by AWI in May at Design Republic – a part gallery, retail and event space in Shanghai. The event was attended by 15 leading Chinese brands – including JNBY, ICICLE, Croquis, HUI, Saint Angelo, Zuczug and Goodbaby – as well as the buying offices of some international retailers. With key media representatives present, the event also doubled as an educational platform, with visitors learning about the science behind Cool Wool, and the benefits of Merino wool and Cool Wool fabrics and products. Chinese manufacturers have showcased their Cool Wool collections to leading Chinese brands and international retailers. CHINA JAPAN Retailers viewing new Cool Wool samples from leading Chinese manufacturers. Cool Wool ready to wear suits on display in the Takashimaya department store in Nagoya. Some of the Cool Wool looks on show in London for the press.