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Beyond the Bale : June 2017
Country Road’s promotional campaign titled ‘Close Knit’ features imagery shot on Bruny Island, just off the coast of Tasmania. The campaign theme is played out against the rugged, dramatic landscape of the island and talks to the threads that bind us: family, friends, shared experiences, a way of thinking and the place we all call home. Country Road’s campaign features premium quality woollen products, and leverages the farm to fashion story by highlighting three of the many people who work to produce wool: a woolgrower, a shepherd and a shearer. The featured woolgrower is Julian von Bibra, the fourth generation of von Bibras to run sheep on ‘Beaufront’ – a sprawling farm situated in Ross, near Launceston in Tasmania. He and his wife Annabel oversee the property that produces 180 tonnes of fine Merino wool a year sourced from the more than 25,000 sheep that run on their property. Once the wool leaves their farm, it is taken to Italy, where it is processed by a Tollegno mill to produce the softest, finest garments. A limited-edition Men’s Merino polo featuring extra fine Merino wool sourced exclusively from ‘Beaufront’ is also available online and at selected stores. The campaign imagery and content can be viewed online and in an exclusive Close Knit Magazine available at selected stores nationally. The magazine features interviews with wool producers, and local artisan food and wine makers. To celebrate Wool Week, Country Road partnered with Tourism Tasmania to offer customers a chance to win a Bruny Island Long Weekend escape to Tasmania for two, plus a $1,000 Country Road shopping experience. “Wool is key to our winter collection because it’s incredibly versatile, it’s soft, breathable, elastic, static resistant and responds to changes in body temperature. It helps you stay cool when it’s warm, and warm when the weather’s cold.” Country Road The provenance of Australian wool continues to be of great relevance to brands, retailers and consumers. This season Country Road pays homage to the versatility of Australian Merino wool and to the people who produce winter’s favourite yarn. Sharing a commitment to Australian wool, Country Road and The Woolmark Company have enjoyed a collaborative relationship since the 1980s. Every year the companies work together to create beautiful garments crafted with Woolmark-certified Australian Merino wool. “Wool is close to our heart at Country Road. We are committed to designing and creating premium quality knitwear that wears well and is beautifully soft to touch,” says Darren Todd, General Manager, Country Road. AWI CEO Stuart McCullough said it is significant that Country Road uses the farm to fashion story as a core ingredient in its high-value end product. “Helping consumers make the connection of how their clothes are made and where the fibre comes from is important, as it not only shines the spotlight on the source of Merino wool, but it also recognises the efforts of Australian woolgrowers who work tirelessly to constantly perfect their product,” he said. MORE INFORMATION www.countryroad.com.au COUNTRY ROAD TELLS THE STORY OF WOOL Country Road’s Winter 2017 collection features garments crafted with Woolmark- certified Australian Merino wool. 18 OFF FARM
In the Shops - September 2017