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Beyond the Bale : December 2012
OFF-FARM 7 December 2012 BEYOND THE BALE Growers of broader micron wool from across Australia have taken up the opportunity to be directly involved in the marketing of their fibre by taking part in a unique Campaign for Wool event in the UK as part of the country's Wool Week. Broad micron wool (between 22 and 34 micron) donated by woolgrowers wrapped the historic three-storey Harvey Nichols' Knightsbridge building in over- sized, brightly coloured wool yarn. The names of donors can be seen at www.campaignforwool.org. Weaving in and out of windows and around the landmark building for two weeks during October, the yarn was joined by a pair of huge knitting needles to create an eye-catching display and unveil the world's largest ball of wool. The giant yarn was created from carefully made wool top, made by international wool supplier and Woolmark licensee H. Dawson. H. Dawson CEO, Jo Dawson, said the Campaign for Wool is an essential global initiative which helps raise awareness of wool's many wonderful natural properties. "The fact that the campaign is partnering with Harvey Nichols sends the message to the world that wool is well and truly in fashion," Mr Dawson said. But it wasn't only Harvey Nichols which helped the UK celebrate Wool Week, retailers across the country filled their storefronts with wool merchandise and promotional material. A major focus of this year's Wool Week was an initiative called 'Wool School', which brought an educational twist to the campaign and paired some of the UK's best known retailers with fashion and textile design students from Woolgrowers from across Australia donated wool that wrapped the world-famous Harvey Nichols' Knightsbridge store in yarn as part of Campaign for Wool celebrations. FAST FACTS l The Campaign for Wool has celebrated its third year in the UK with a series of events and promotions held across the country during Wool Week in October. l Australian woolgrowers were directly involved, with producers of a broader micron donating their fibre for yarn to decorate the Harvey Nichols' historic Knightsbridge store. l Key retailers and designers are supporting the campaign. universities across the country. Wool School gave the students the opportunity to design a wool-rich jumper which was then sold in their retail partners' stores during Wool Week. The retailers were: Topshop, Marks & Spencer, Paul Smith, Harvey Nichols, Pringle, DAKS, John Lewis, Hobbs, Lyle & Scott, Hackett and Jigsaw. Other initiatives during Wool Week included the Chelsea Harbour Design Centre housing a bespoke wool interiors installation; and 'Love Wool' in which 25 super knitters clicked their knitting needles in a bid to speedily stitch a Union Jack flag in the time it took to travel by train from London to Edinburgh. Wool Week generated exceptional news coverage across online, print, broadcast and radio media including the front page of The Times, ITV1's 'This Morning', Radio 4's PM show and extensive online titles including Vogue, Elle, Cosmopolitan and GQ. And it was not just the UK that celebrated Wool Week during the northern hemisphere autumn. Celebrations of wool unfolded across other key consumer markets, with more countries than ever before joining in international Wool Weeks to help drive demand for wool -- see pages 8-9. Campaign for Wool project manager for AWI, Susie Stanway, said she was delighted with how well received the campaign had been on an international scale. "Wool Week was not merely limited to the campaign's home country of the UK, but was celebrated in major cities across the world with unprecedented success," Ms Stanway said. "From events unique to particular locations, to the ever-popular Wool Modern exhibition, thousands of wool-lovers are helping promote the wonderful natural benefits of the fibre and in turn drive the demand for wool. "Receiving wool straight from the source, thanks to the woolgrowers who donated their fibre to wrap the Harvey Nichols store in wool, shows that the Campaign for Wool is capturing the hearts and imagination of those involved in the production of wool as well as the end users of this wonderful fibre." The Campaign for Wool, of which His Royal Highness The Prince of Wales is Patron, is a global campaign that aims to encourage manufacturers, retailers and designers to choose wool and, in turn, educate consumers about the fibre's environmental benefits. More information: www.campaignforwool.org