HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : June 2016
12 OFF FARM MERINO SUIT PASSES THE TRAVEL TEST With new research showing Australian men are travelling up to 10 hours longer for work trips than any other nation, Woolmark licensee M.J. Bale has put one of its Australian Merino wool suits to the ultimate test to see if it meets the demands of Australian travellers. M.J. Bale’s research of 1,000 Australians shows one quarter (24%) regularly travel up to 24 hours for business, arriving exhausted and often in a crushed outfit. Research also found 75% of Australians believe looking impeccable for business is crucial. And so began M.J. Bale’s ‘Unsuitable Journey’ campaign – a so -called torture test which sent one unsuspecting model from Sydney to London to attend M.J. Bale’s Winter 2016 photo- shoot, but with quite a few unusual pit stops along the way! Travelling on an endless run of planes, trains, buses, boats, bicycles, police cars, tuk tuks and taxis, Australian model Tom Bull travelled more than 20,000km through nine countries in just five days. Why? To prove that the superfine Australian Merino wool suit he was wearing would fare a lot better than he did. The results: One very tired Tom and one impeccably looking suit. “Our range of suits are constructed with 100 per cent Australian Merino wool, so men really can stay immaculate from cabin to boardroom,” explains M.J. Bale Founder and CEO Matt Jensen. “The images you see are raw and honest with no retouching to the model or suit, proving our claim that you can crush the man but you can’t crush the suit.” Images and videos from the journey were posted by M.J. Bale on its social media channels throughout the five-day ordeal so consumers could see how both Tom and the suit were shaping up. The taxing journey saw the model, wearing M.J. Bale’s ‘Saunders’ suit in navy, travel across Singapore, Kuala Lumpur, Bangkok, Dubai, Abu Dhabi, Rome, Naples, Rotterdam, Amsterdam and Harwich – all without sleep. “M.J. Bale’s unique and innovative campaign highlights the versatility of Australian Merino wool, and whilst their model was put through his paces and emerged a little worse for wear, we had full confidence the suit would remain looking and feeling as fresh in London as it did in Sydney,” said AWI CEO Stuart McCullough. And how did model Tom Bull rate the experience? “Extreme as it was, the challenge wasn’t one I was going to turn down,” he said. “Despite the hellish journey it took to get there, the suit still looked top-notch diverting attention away from the bags under my eyes and from me falling asleep on the shoot!” MORE INFORMATION www.mjbale.com Man versus Merino: Australian tailor M.J. Bale dressed model Tom Bull in one of its Merino wool suits and sent him on a grueling five-day journey from Sydney to London. After travelling more than 20,000km and visiting nine countries, Tom was flagging but the Merino suit passed the travel test with flying colours. “You can crush the man, but you can’t crush the suit.” Matt Jensen, M.J. Bale Founder and CEO SYDNEY: The start of the five-day journey with both model Tom Bull and the Merino suit looking in top condition. LONDON: The final destination after travelling through 12 cities, and while Tom looks worn out, the Merino suit still looks impecable. BEFORE AFTER
In the Shops - September 2016