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Beyond the Bale : March 2018
w British menswear brand Charles Tyrwhitt has chosen to introduce the Woolmark logo into its knitwear and tailoring ranges to show its customers that it is using the best quality Merino. “I f Merino were a rockstar, I’d sing its name from the front row. If it were a footballer, I’d have it printed on the back of my shirt. I guess I’m what they call a super fan. But can you blame me? This delightfully breathable, temperature-regulating wonder does everything except your washing up, and it’s blissfully lightweight and warm to boot. Mother Nature, you’ve excelled yourself.” So says Nick Wheeler, the owner of renowned British menswear brand Charles Tyrwhitt (pronounced “Tirrit”), founded in 1986. Nick’s full name is Nicholas Charles Tyrwhitt Wheeler – so now you know from where the company’s name was derived. In fact, after Nick’s full name are now the letters O.B.E., because he was awarded an Order of the British Empire by the Queen in this year’s New Year honours list, for services to retail. He says that the inspiration for starting Charles Tyrwhitt was that “I thought I could make a better shirt than anybody else”. Since those humble origins, he has expanded the business to include a full range of menswear including suits, casualwear, jackets and accessories, but still with the commitment to use only the “finest materials” in its products and ensure they are “built to last”. The company now has 24 stores across the UK including the company’s flagship store on the world-famous Jermyn Street in London, and the company has recently opened in New York, Paris, Washington DC and Chicago. Customers can also browse and buy its full collection online. Charles Tyrwhitt’s technical team contacted AWI’s marketing arm, The Woolmark Company, in April 2016 because it was interested in knowing more about how it could use the Woolmark logo in its products. Since then, The Woolmark Company has been working closely with Charles Tyrwhitt in supply chain mapping and the development of bespoke Woolmark tickets and labels for its knitwear and woven collections. Currently sourcing from a licensed supply chain, Charles Tyrwhitt used Woolmark tickets/labels on 60 different styles of knitwear and 20 styles of suits in 2017. “Woolmark branding is a great way for us to reassure our customers that we are using the best quality Merino. Woolmark is a world recognised logo and I think it is great that we are able to include this on our product and use it as a marketing tool,” says Charles Tyrwhitt Buyer, Sarah Hyams. The Woolmark Company has also assisted Charles Tyrwhitt to introduce Woolmark branding into the company’s promotional materials such as Point of Sale collateral, product catalogue and online. The Woolmark Company has developed a close relationship with the Charles Tyrwhitt technical and design teams to whom they have presented the Wool Appreciation Course and The Wool Lab sourcing guide. “Our range of Magnificent Merinos are lightweight yet warm, strong yet soft, and easy to care for. Not to mention their Woolmark certification, which means you can rely on the fact that ours is the world's best.” NICK WHEELER, OWNER OF CHARLES TYRWHITT Let’s finish with another splendid quote that Nick Wheeler uses in the promotion of his company’s Merino wool products: “Merino; the king of our hearts and wardrobes. Knitted from pure, super soft and extra fine Australian Merino wool, this fibre is one of Mother Nature's finest achievements. Our range of Magnificent Merinos are lightweight yet warm, strong yet soft, and easy to care for. Not to mention their Woolmark certification, which means you can rely on the fact that ours is the world's best.” MORE INFORMATION www.ctshirts.com British menswear brand Charles Tyrwhitt – which also recently opened stores in the USA and France – started using the Woolmark logo in its tailoring range in the recent autumn/winter 2017 season. CHARLES TYRWHITT’S MAGNIFICENT MERINOS The Woolmark Company worked closely with Charles Tyrwhitt to develop bespoke Woolmark tickets and labels. OFF FARM 21
In the Shops - March 2018