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Beyond the Bale : December 2013
24 24 OFF-FARM AWI continues to position Australian Merino wool as a trans-seasonal fibre, boosted largely by its Cool Wool campaign. After finding success with the revived campaign in the northern hemisphere – particularly London – the campaign has come back to our shores thanks to locally owned clothier and tailor M.J. Bale. The two Australian-owned companies have collaborated to promote the Australian fibre in a creative, modern and relevant way. M .J. Bale will offer Cool Wool suiting as a comprehensive part of the brand’s Spring/Summer 2013/2014 suiting collection. More than 90 per cent of M.J. COOL WOOL FOR THE AUSTRALIAN SUMMER fibre. In fact, the origins of our name – M.J. Bale – are taken from the initials of my name and a bale of wool. That’s how important Australian Merino wool is to our business. “Above all, the purchase of Australian Merino woven cloth by brands like us and our customers keeps passionate regional Australian families on the land and provides the next generations of Australia with a link to arguably our most iconic cultural heritage.” To celebrate the campaign, M.J. Bale has teamed up with several Australian sportsmen to produce a series of photos with the sportsmen wearing suits that adhere to the Cool Wool specifications. These include former Wallabies captain George Gregan and current player Adam Ashley-Cooper, Sydney Swans star Adam Goodes and Geelong’s former captain Tom Harley, Socceroo Mark Milligan and Australian cricketer Steve O’Keefe. By weaving fashion with sport, as the tailor so often does, it is hoped that a larger consumer market can be reached. M.J. Bale was recently announced as the official clothier for the Australian Socceroos at the upcoming World Cup in Brazil. The company is also the official clothier to the Australian Cricket Team, and outfits in wool the Australian Polo team, Australian Turf Club and Super 15 rugby union teams the NSW Waratahs, Melbourne Rebels and Western Force. FAST FACTS l AWI has launched a joint campaign with Australian clothier and tailor M.J. Bale to promote Cool Wool. l More than 90 per cent of M.J. Bale suits will be woven from Cool Wool fabrics and promoted during summer. l M.J. Bale has teamed up with Australian sports stars to produce images as part of its Spring/ Summer campaign which will also be used to promote Cool Wool. December 2013 BEYOND THE BALE Bale suits will be woven from Cool Wool fabrics, made from Merino wool produced in Australia and then fashioned into lightweight fabrics by members of the Cool Wool Weavers Guild. M.J. Bale is embracing Cool Wool as the fibre of choice for spring/summer due to its natural inherent benefits such as breathability, softness, drape and temperature regulating properties, all of which uphold the Cool Wool campaign’s credo ‘When it’s hot, it’s not’. M.J. Bale owner-founder Matt Jensen said the joint-campaign with AWI was a way to promote Australian Merino wool within the country in which the fibre is produced. “We really can’t describe how proud we are to be working with AWI on this vitally important Cool Wool collection,” he said. “From the first moment we launched M.J. Bale we understood the need to work hand-in-hand with Australia’s woolgrowers who produce the world’s most luxurious Cool Wool branded Merino apparel is available at M.J. Bale stores across Australia and online.