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Beyond the Bale : December 2017
half a million video views on Facebook and more than 65,000 VIP customers were emailed the benefits of Cool Wool and Alex’s antics direct to their inbox. For the more adventurous, customers were invited into M.J. Bale stores to try on Cool Wool suits with a change-room twist. Saunas had been installed in select stores, allowing for customers to momentarily crank up the heat without getting hot under the collar and experience Cool Wool first hand. “Looking good is a struggle when you live in one of the hottest countries in the world, with many men sacrificing style to stay comfortable in the heat,” said M.J. Bale Founder and CEO Matt Jensen. “With dressing well in the heat a concern for many men, we want to show gents no matter how hot the forecast, they can still stay looking smart and feeling cool. “Our 100% Merino Cool Wool suits are designed to be incredibly breathable, so as the weather starts warming up and we head into the notoriously heated racing season, Aussie gents can get suited up without the usual stress.” MORE INFORMATION www.mjbale.com/ Coolest-Suit-In-The-Planet.html Another day, another record 44°C temperature, bathed in the sun across Morocco – from the sands to the souk and Sahara – all while wearing the M.J. Bale Iain suit. In spite of the humidity and 39°C temperatures that Alex experienced in India, Alex raised a minimal sweat wearing his Cornaro M.J. Bale suit, pictured here on blinding white salt lakes. Filming had to be halted for a while in Death Valley, USA because of the record temperatures, but Alex wearing M.J. Bale’s Ferraro suit kept his cool. AWI continues its longstanding relationship with Savile Row icon Gieves & Hawkes, reaffirming Merino wool’s position as the ultimate luxury fibre for menswear. The joint collaboration saw the promotion of Merino wool and the Woolmark brand, with a major focus on both the UK and China – two key markets for the iconic tailors. Merino wool-dedicated imagery and articles for the Autumn/Winter 2017 season were distributed through Gieves & Hawkes’ digital and traditional channels, including email newsletters, online editorial, social media and print magazines. Two consumer-facing events were held for Gieves & Hawkes consumers: one at their flagship No. 1 Savile Row store in London, and one in Hong Kong which coincided with the opening of their new Harbour City Store. Iconic Savile Row tailors Gieves & Hawkes has partnered with AWI – promoting their latest collection and educating both consumers and retail staff about the natural benefits of Merino wool. GIEVES & HAWKES WOOL CAMPAIGN TAILORED FOR THE UK AND CHINA Education was a major focus of the campaign, with wool suit care guides handed out to consumers, and retail staff also receiving training to ensure they could pass this knowledge onto customers. “Gieves & Hawkes has hundreds of years’ experience of working with wool, with their expertise receiving global recognition,” said AWI Country Manager UK & Turkey Nigel Gosse. “With wool being at the core of their product, the partnership kicked-off with the launch of their Autumn/Winter 2017 collection, bringing their product story to life and celebrating Merino wool’s premium qualities, eco-credentials and natural provenance.” MORE INFORMATION www.gievesandhawkes.com Iconic Savile Row tailors Gieves & Hawkes celebrated Merino wool for the launch of their Autumn/Winter 2017 collection, with a strong digital and in store campaign across the UK and China. OFF FARM 29