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Beyond the Bale : September 2018
Matthew Coddington took the opportunity to visit the ashmei showrooms in England during a visit to the country in June. ashmei founder Stuart Brooke with Matthew Coddington at ‘Roseville Park’ in May. PARTICLE FEVER SLAM DUNKS WITH WOOL Chinese sportswear label Particle Fever has designed a series of wool-rich garments inspired by basketball, blurring the lines between fashion and function and championing the performance benefits of Merino wool. Following the success of AWI’s collaboration with Chinese luxury sportswear label Particle Fever last year, the two brands have collaborated once again, this time unveiling a wool-rich athleisure capsule collection inspired by basketball. To promote the ‘Team Wool’ collection, Particle Fever launched a pop-up basketball event in its Beijing store, featuring a hand-picked team outfitted in wool basketball jerseys and accessories with a strong visual identity. The commercially available collection further reinforces the position of Merino wool as the ideal performance fibre as well as in the growing market of athleisure, which blurs the line between fitness and fashion. “Ever since the first athleisure collaboration with Woolmark and Lane Crawford, we kept exploring the possibilities of wool as a functional fibre, and this time we’re very excited to bring wool into basketball uniform-inspired garments,” said Particle Fever Creative Director Lin Hai. “It’s an interesting and unique combination, and even though basketball is a strenuous game, we are showing our customers that you can still feel cool whilst wearing wool.” Particle Fever’s fantasy basketball team of creative and sporty individuals showcases the benefits of wool by highlighting its beauty and how the natural fibre can be adapted to sportswear. The sportswear collection highlights a variety of innovative techniques, patterns and textures – from contoured wool fabrics and a moisture-wicking metallic weave paneling, through to a custom houndstooth camouflage pattern. Each example reinforces the versatility and benefits of wool in the sportswear category. “Our collaboration with Particle Fever offers our millennial customers a contemporary sportswear brand choice,” states AWI Country Manager for China, Jeff Ma. “This collection demonstrates the unique benefits and features of Merino wool.” Taking advantage of the explosive growth in demand for sportswear and activewear, wool’s position as a technical fibre allows it to meet increasingly demanding consumer needs for comfort and performance. Wool is recognised by leading sportswear brands – such as ashmei – and manufacturers for its technical benefits. “You could say that Merino wool was the principal driver for me launching ashmei in the first place,” said Mr Brooke. “I found myself running in Merino ski base-layers that I’d had for years because they were keeping me more comfortable than the synthetic alternatives available at that time. At this point I identified there was a gap in the market for a sportswear brand that focused on a no-compromise approach to performance. Unsurprisingly, Merino wool was a major feature in our debut collection. “Our recent collaboration with The Woolmark Company will help to shine a light on the benefits of using Merino wool for high aerobic exercise in warm conditions.” The film was released in time for the northern hemisphere’s summer months and has been shown on ashmei’s social media channels, via 60 stores across North America, Europe and Asia and has been picked up by numerous online media outlets. MORE INFORMATION To view the apparel and to watch the short film, visit www.ashmei.com/becoolinwool OFF FARM 13
In the Shops - September 2018