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Beyond the Bale : December 2017
‘COOLEST SUIT ON THE PLANET’ Australian summers can be true-blue scorchers. When the mercury starts to soar, many men start to get a little hot under the collar, with Australian tailor M.J. Bale claiming 93% of Aussie men find it difficult to dress for the heat and still look good. Fans of a torturous social experiment, M.J. Bale wanted to prove that men could remain comfortably cool in the hottest conditions and so put its Cool Wool suits to the ultimate test. Recruiting the help of English weatherman Alex Beresford, M.J. Bale sent the unsuspecting Brit on a heat-seeking mission to the hottest parts of earth, chasing the sun for extreme live weather forecasts and broadcasts in the world’s hottest places. From Dubai, Alex travelled to Rajasthan, Morocco and finished in Death Valley, trawling the Sahara Desert, climbing scorching sand dunes and enduring extra-hot curries in between, Alex proved he could keep his cool, no matter how high the temperature. Despite the unsuitable forecast, enduring an average temperature of 43°C, Alex barely broke a sweat, keeping cool, calm and collected with the M.J. Bale Woolmark-certified Cool Wool suits looking perfect, while those around him slowly lost their cool in the heat. “It might be my job to predict the hottest places, but I’ve never been asked to chase them before,” said Alex. “Not many guys could keep their cool in intense humidity, scorching temperatures and zero breeze – but nothing cracked me while wearing the Cool Wool suit. It’s definitely the most extreme weather forecast I’ve done yet.” M.J. Bale fans were able to follow Alex’s adventures from the comfort of their air- conditioned home, watching live Facebook videos and following the adventures on Instagram. The strong digital strategy reached more than 1.3 million people via social media, In the latest marketing campaign of Woolmark licensee M.J. Bale, the Australian tailor’s Cool Wool suits (and English weatherman, Alex Beresford) survived a torture test in the hottest temperatures on the planet. Despite the endless scorching deserts and a non-compliant camel in Dubai, UAE, English meteorologist Alex Beresford wearing M.J. Bale’s Leo suit found the extreme 42°C heat to be a breeze. 28 OFF FARM