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Beyond the Bale : September 2015
AWI has once again collaborated with the artisanal tailors of Savile Row to promote Merino wool at London Collections Men fashion week, this season at an event that showcased the craftsmanship required in hand-tailored bespoke suit making. Laying bare the processes shaped by centuries of history and tradition, the 'Inside Out' event, under the artistic direction of British GQ, included displays and demonstrations by tailoring houses -- such as Dege & Skinner, Davies & Sons and Gieves & Hawkes -- which gave an insight into the rigorous standards set out by Savile Row Bespoke. AWI supported the event to help build the demand for Australian Merino wool in suiting, especially within the British fashion and textile manufacturing industry, and put the spotlight on the fibre's natural performance properties and versatility across all four seasons. The event was an opportunity for carpet leader Brintons to roll out the wool velvet carpet and remind buyers and the international press that the fibre of choice and key ingredient in bespoke tailoring is wool. "A major part of AWI's global marketing strategy is to reposition wool as a desirable ingredient in luxury fashion," explained AWI Chief Strategy and Marketing Officer Rob Langtry. "And where better to highlight this than Savile Row, the home of luxury tailoring. "The importance of Savile Row never fades and we look forward to continuing working together to bring the expertise and heritage associated with this sector of the menswear industry to the forefront, whilst championing the versatility of Merino wool to an international audience." AWI joined forces with the bespoke tailors of Savile Row at an event during June's London Collections Men fashion week to highlight the importance of Merino wool in men's suiting. The event, along with an Ambassadors Project, offers consumers an insight into the world of bespoke tailoring. A demonstration of bespoke tailoring at the 'Inside Out' exhibition. Savile Row tailor Edward Sexton with menswear stylist and fashion writer Tom Stubbs. Pattern making as part of the bespoke tailoring demonstration. Crowds at the Savile Row 'Inside Out' exhibition, supported by AWI. BESPOKE TAILORING FROM THE INSIDE OUT