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Beyond the Bale : June 2016
OFF FARM 13 M.J. BALE’S SPRING/SUMMER SUCCESS WITH COOL WOOL For its Spring/Summer 2015/16 collection, M.J. Bale partnered with AWI to promote the use of lightweight Cool Wool fabrics, developing suits, jackets and trousers suited to warmer climates. The worsted cloth used in the suits and tuxedos was specially woven by a prestigious group of weavers that includes Italy’s Vitale Barberis Canonico and has passed stringent testing to be awarded Cool Wool certification. Woolgrowers may have seen this co- promotion on billboards throughout Sydney, Melbourne and Brisbane; in magazines including the Virgin Australia in-flight magazine, GQ and Men’s Health; or as part of a rollout of digital advertisements. M.J . Bale’s own communications, including social media channels and the brand’s e-newsletter, also promoted the use of wool in the campaign and reached more than 130,000 people. More than 150,000 wool products were promoted during this period. “We’re very humbled to be able to work alongside AWI to promote the fine and hard work of Australian woolgrowers and do our bit to help promote the fibre, M.J . Bale CEO Matt Jensen said. “As a business owner with a view to quality garments, using Australian Merino wool is an imperative.” Boat from Rotterdam to Harwich Train from Rome to Naples Car from Dubai to Abu Dhabi Bus from Singapore to Kuala Lumpur Car from Harwich to London Bicycle from Amsterdam to Rotterdam Plane from Abu Dhabi to Rome Tuk tuk in Bangkok MAN VS MERINO: 5 DAYS FROM SYDNEY TO LONDON A snapshot of the some of the conditions that M.J. Bale put model Tom Bull through to showcase the resilience of their Merino wool suits. Marketing collateral from M.J. Bale’s Spring/Summer 2015/16 collection
In the Shops - September 2016