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Beyond the Bale : September 2018
Since launching back in 2012, UK-based brand ashmei has established itself as producing some of the world’s best activewear, known not only for its stylish designs but also for its innovative fabrics and technical performance. It has built this reputation with A new video and promotional campaign by leading sportswear brand ashmei – titled ‘Be Cool In Wool’ – champions the performance benefits of Australian Merino wool and highlights it as a fibre for all seasons. the help of Australian Merino wool. ashmei is no stranger to Australia’s wool- growing industry. Previous marketing initiatives have seen the brand use the AWI-produced virtual reality headset to transport their customers to the fibre’s origins, and ashmei designer Lucy Reeve Smith has visited and worked on a wool- growing property in South Australia to better understand how wool is produced. This year, ashmei founder Stuart Brooke visited Australia and, with the help of the in-house videography and marketing teams of AWI’s marketing arm The Woolmark Company, has produced a stunning video and series of images championing the benefits of the fibre for cycling and running apparel in a campaign called ‘Be Cool In Wool’. Filmed on Matthew and Cherie Coddington’s property ‘Roseville Park’ near Dubbo NSW, the film features Perth-born adventure cyclist Jack Thompson testing Merino wool gear for its breathability, odour resistance and thermoregulation properties for long distance cycling and running, particularly for the summer months. In the film, Jack plays Gareth, a fictional Australian woolgrower who is also a keen cyclist. Visiting his neighbour (played by Sam Tourle of ‘Naroo’/‘The Springs’) 60 miles away, Gareth compares the latest Merino wool cycling and running gear with apparel made from man-made fibres. The film draws on science to showcase the performance benefits of wool and how it outperforms its synthetic counterparts. Filmed on Matthew and Cherie Coddington’s property ‘Roseville Park’ near Dubbo NSW, a new campaign from UK brand ashmei showcases the performance benefits of Merino wool. The film features Merino wool gear being tested for running as well as cycling. EASY RIDER BE COOL IN WOOL 12 OFF FARM
In the Shops - September 2018