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Beyond the Bale : December 2013
11 OFF-FARM OFF-FARM and identity Paul Smith resonates with global consumers as a name they trust and respect,” explained Rob Langtry, Chief Strategy and Marketing Officer of AWI. “We are pleased to be announcing this partnership with Paul Smith which reaffirms the strong position wool holds in this market while Cool Wool highlights its versatility.” Paul Smith has a global fashion following, with a particularly strong presence in Asia and expanding into the Middle East market where there is a need for garments that can perform in the heat and regulate changes in temperature from cool air conditioned indoor areas to the hotter outdoor environment. Smooth, fine and lightweight wools and high twist wool fabrics offer a great look and provide a dry and cool handle, ideal when dealing with higher temperatures. More information: www.coolwool.com www.merino.com www.paulsmith.co.uk View a video of Paul Smith on the Woolmark channel on YouTube at www.youtube.com/woolmarkonline AWI and British fashion designer Sir Paul Smith have announced a collaboration that will see Australian Merino wool being highlighted across the Paul Smith Men’s London collection for Spring/ Summer 2014 and Autumn/Winter 2014/15. In support of Merino wool, Sir Paul Smith will take an ambassadorial role in collaborating with AWI on co-branded Woolmark/Paul Smith campaigns for both seasons. The campaigns will run in digital formats as well as traditional print media to widen the reach of consumer engagement. AWI has chosen Paul Smith for a global collaboration to highlight his design philosophy of ’individuality’ and affirm the place of Merino wool as a premium, innovative and versatile fibre. For his first collection with AWI, the Men’s London collection for Spring/Summer 2014, Paul Smith will focus on the use of Cool Wool. Seven worsted Cool Wool fabrics woven by leading European mills have been selected as the mainstay of the collection. Cool Wool fabrics are made from fine Australian Merino wool fashioned into lightweight fabrics through modern manufacturing and processing techniques. FAST FACTS l AWI and world renowned fashion designer Sir Paul Smith have announced a collaboration that will see Australian Merino wool being highlighted across two seasons of the designers’ Men’s London collection. l For his Spring/Summer 2014 collection, Sir Paul Smith will focus on the use of Cool Wool lightweight fabrics made from fine Australian Merino wool. l Paul Smith has a global fashion following, with a particularly strong presence in Asia and expanding into the Middle East market where there is a need for garments that can perform in the heat. British designer Sir Paul Smith with his Men’s London collection for Spring/Summer 2014. “I have always been a fan of natural fibres, cotton for shirts and wool for the rest, a good staple diet for a fashion designer,” said the designer. “Of course over the years since I started, there have been lots of other new high-tech fabrics that have arrived but I still tend to stick with my wool. “Cool Wool is very important for us because we are selling into 72 countries around the world, and a lot of the countries we sell to are very hot all year round or very humid and Cool Wool has really helped us with that...and high twist wools and fabrics that have life, because a lot of our clients are actors, fashion designers, architects, graphic designers, people who are on aeroplanes and trains, travelling all the time so you need fabrics that have got life.” Merino wool is the natural fibre of choice for a Spring/Summer collection due to its natural breathability, softness, drape, moisture absorption and inherent temperature regulating properties - providing fabrics with luxurious style, shape and elegance. “Paul Smith is a brand that is synonymous with style and as a designer December 2013 BEYOND THE BALE Paul Smith’s Woolmark collaboration