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Beyond the Bale : March 2017
AWI’s subsidiary, The Woolmark Company, continues to build its relationship with British fashion label Agi & Sam who in January joined forces with the world’s biggest online music broadcaster Boiler Room to present their latest Autumn/Winter collection at a unique event as part of London Fashion Week Men’s. More than 500,000 people from 150+ countries across the world tuned in live online to watch this world-first event that fused fashion and music, with an original soundtrack composed and performed live by Manchester musician Holy Other. The two worlds of music and fashion came together as Agi & Sam’s models were sent down the runway in wool trousers, jackets and outerwear in a colour palette of red, black and white. More than 400 people experienced the immersive Boiler Room music and fashion event in person at the venue. “Today it seems there is a real disconnect between the fashion show ‘audience’ and the consumers, and as a reaction, we have worked to bridge this gap by working closely on a format that collides music, fashion and consumerism,” said Agi Mdumulla and Sam Cotton. “Music has always had a bigger reach than high fashion, but by combining both worlds we are really able to bring our ideas to the masses in a great and effective way. “This partnership with The Woolmark Company and Boiler Room not only united groups of people, cultures and communities globally through a shared identity, but also allowed our consumer to experience our world first hand.” AWI has partnered with British fashion label Agi & Sam and the world’s biggest online music broadcaster Boiler Room in an innovative way to lift the profile of Merino wool. WORLD-FIRST EVENT FUSES FASHION AND MUSIC Agi & Sam’s wool-rich collection, featuring both menswear and womenswear, was on show to a massive global audience that tuned in to watch the Boiler Room event online. Agi & Sam has worked closely with AWI for a number of seasons (see the September 2016 edition of Beyond the Bale) and this season it was no different with the collection reflecting the design duo’s allegiance to wool with more than 80 per cent of the collection comprising wool or wool-rich garments, including fabrics from Woolmark licensees A W Hainsworth, Reda and also from Dugdale Bros & Co. “Wool is one of the most versatile and innovative fibres in the world, and we have utilised a variety of techniques in order to reflect not only wool’s individual characteristics, but as a manifestation of the feelings of uniformity, togetherness and comfort that we are aiming to convey throughout the collection’s journey,” explained Agi & Sam. “Soft worsted tailoring wools and heavier baratheas have been used extensively and act as the core backbone of this collection. Heavier melton wools were used across coats, trousers and outerwear but utilised in varying forms, including screen printing and lamination, giving an appearance similar to leather but one of luxury, modernity, and practicality including water resistance.” MORE INFORMATION www.boilerroom.tv www.agiandsam.com The Boiler Room event was innovative in that it used the vitality and popularity of a live music event to extend the reach of Agi & Sam’s wool-rich collection to a greater, international audience. OFF FARM 17
In the Shops - March 2017