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Beyond the Bale : September 2017
20 OFF FARM The Woolmark Gold Spring/Summer 2018 collection was recently launched, once again positioning Australian Merino wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for premium apparel. AWI has collaborated with three luxury Chinese menswear labels to unveil the latest Woolmark Gold collection, under the theme The Gentleman’s Guild. The Spring/Summer 2018 menswear collection brought together Chinese tailoring labels Beautyberry, TRANDS and UPPER, with each piece in the collection made using premium Woolmark Gold fabrics. The collection was launched at Beijing’s Oriental Poly Time Museum. An accompanying Woolmark Gold exhibition included an introduction to all the 17 Woolmark Gold-accredited weavers and spinners, as well as Merino wool elements from farm to fashion, a menswear tailoring display, and a virtual reality experience of an Australian wool-growing property. Suits made with Woolmark Gold fabrics were also on display to highlight the versatility and beauty of Merino wool. AWI Country Manager Jeff Ma said the Spring/Summer 2018 collections from Beautyberry, TRANDS and UPPER, which are commercially available, are a nod towards China’s growing luxury menswear market, where style-conscious customers demand premium quality materials, exquisite craftsmanship and modern silhouettes that reflect the latest global trends. “This year we continue to present the Woolmark Gold collection in China, once again showcasing the finest weavers and spinners, as well as the most premium menswear brands,” said AWI Country Manager Jeff Ma. “The suit is the modern gentleman’s coat of armour, and there is no armour more befitting the sophisticated, elegant and intrepid spirit of the modern gentleman than a tailor-made suit crafted with luxurious 19.5 micron Australian Merino wool.” Acknowledging the spirit of the modern gentleman, Woolmark Gold also honoured at the event a group of outstanding gentlemen from diverse industries who not only embody the values of “elegance, responsibility and uncompromising quality”, but have also made notable contributions in cultural outreach, social responsibility and entrepreneurship. The Woolmark Gold Spring/Summer 2018 menswear collection was launched at Beijing’s Oriental Poly Time Museum. ABOUT WOOLMARK GOLD Launched five years ago, the Woolmark Gold program positions Australian Merino wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for luxury apparel. The program was established to meet the increasing demand for premium products and fibres, and allows luxury consumers to know more about the story behind the Merino wool product. Woolmark Gold represents the finest Australian Merino wool cloths and yarn made by a select group of 17 traditional British and European spinners and weavers. Offering superior quality fabrics for high-end menswear, the Woolmark Gold brand has become a trusted favourite among the China’s most discerning designers and consumers. NEW WOOLMARK GOLD COLLECTION LAUNCHED IN CHINA
In the Shops - September 2017