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Beyond the Bale : December 2017
AWI has partnered with National Geographic to showcase the performance benefits of Merino wool to consumers and increase demand for the fibre. As part of the initiative, National Geographic adventurer Pete McBride from the mountains of Colorado discusses his favourite Merino wool clothing that keep him in peak performance – naturally. “Sometimes nature is the best engineer.” Sosays award-winning photographer and film-maker Pete McBride about the importance of apparel and equipment choice when embarking on an expedition. One of National Geographic’s Adventurers of the Year, McBride has spent years travelling to the most remote parts of the world. Speaking to National Geographic Traveller from Colorado’s Elk Mountains, the intrepid traveller has his clothing choice put to the test as he often battles four seasons in one day. “On an expedition, I have to think about weight, so what I put in my bag is critical. Clothes have to work together; they have to be tough, durable, light and stand extreme conditions,” he tells National Geographic. “If you’re not well equipped, nature can feel like the enemy,” he warns. McBride’s story appears in the January 2018 print edition of the UK’s National Geographic Traveller – as well as being published in the Chinese edition – as part of a partnership formed between AWI’s marketing subsidiary The Woolmark Company and the iconic outdoors publication. The feature also highlights the best commercially available Merino wool performance apparel, encouraging adventurous readers to tackle the great outdoors in Merino wool apparel from Helly Hansen, Ibex, Ortovox, Devold and Rab. National Geographic is a globally trusted and iconic brand that believes in the power of storytelling to change the world. The partnership with AWI further cements Merino wool’s rightful place in the outdoor/activewear market and inspires a new generation of sports enthusiasts to choose wool. “I like the idea of wearing natural fibres like Merino wool,” continues McBride, who actually grew up raising sheep. “The weave of wool today is amazingly comfortable. It has an incredible breathability and it’s durable.” He even wore wool for the 71 days it took him to walk the entire length of the Grand Canyon in 2016, raising awareness about development projects which could damage the natural landmark. It’s Merino wool’s naturally inherent properties such as odour resistance, moisture management, durability and comfort that NATIONAL GEOGRAPHIC ADVENTURERS CHOOSE MERINO Part of the promotion in the January 2018 edition of UK’s National Geographic Traveller. 12 OFF FARM
In the Shops - March 2018