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Beyond the Bale : December 2016
4 The global Campaign for Wool marked its seventh successful year in the UK with its annual ‘Wool Week’ held in October. The Campaign was initiated in 2010 by its patron, His Royal Highness The Prince of Wales, to raise awareness amongst consumers about the unique, natural, renewable and biodegradable benefits offered by the fibre. The initiative encourages collaboration between an international community of woolgrowers, major fashion designers, retailers, manufacturers and interior designers. The Campaign has been instrumental in educating consumers about the versatility of wool, and reconnecting them with its myriad uses – from luxurious fine Merino wool apparel through to beautiful hardwearing interior products for the home. Here is a snapshot of some of the events and activities that took place during Wool Week in the UK. CELEBRATES SEVEN YEARS IN UK CAMPAIGN FOR WOOL ON THE HIGH STREET More than 50 high street retailers, tailors and brands celebrated Wool Week through their Autumn collections, store displays and online channels. Events and activities took place to promote wool as a natural, renewable and biodegradable fibre at retailers including John Smedley, Barbour, Jack Wills, Vivienne Westwood, Johnstons of Elgin, Walker Slater, Jigsaw, Genevieve Sweeney, Marks & Spencer, Smalls, Bugaboo, The Great British Baby Company, Mabli, and Scarlet Ribbon Merino amongst others. WOOL BED & BREAKFAST To mark this year’s Wool Week in the UK, The Campaign for Wool opened the first ever ‘Wool BnB’, where everything from interi- ors to fashion was made of wool. The BnB, located in London, welcomed guests to a cosy sitting room and snug entirely decorated with wool products. Bedrooms were fully equipped with luxury wool-filled mattresses, pillows, duvets, cosy blankets and nightwear, bringing to the forefront the benefits of wool in aiding a good night’s sleep. The Cam- paign for Wool brand partners kitted out the Gieves & Hawkes John Smedley William Hunt Private White Everything in the bedroom in the Wool BnB – including the newspaper and Corn Flakes packet – was made entirely from wool.The Wool BnB received very positive media coverage. whole house including a ‘wool-kin’ wardrobe showcasing iconic wool pieces from prestigious brands across luxury, fashion, interiors and craft. Under one roof, The Campaign for Wool demonstrated how living with wool can be beneficial from head to toe, ceiling to floor and everything in between. Media and consumers were invited to visit the BnB to learn more about wool as a fibre and take part in workshop evenings, interactive talks, film screenings and styling sessions. Overnight stays were available following Wool Week, hosted by the global online homestay network Airbnb. 4 OFF FARM
In the Shops - March 2017