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Beyond the Bale : March 2014
As the northern hemisphere faced the cold weather conditions befitting winter, AWI was involved in initiatives to remind consumers and the trade of how wool clothing is ideal for keeping them warm -- as much today as it has traditionally done throughout history. With some exceptions, Australian wool is now much softer and processed lighter and finer making it even more ideal as a natural fibre for layering up for winter. No time was as cold as during the winters of London during the 1940s, when there were restrictions on the availability of fuel as well as food. And so, in recognition to those times, AWI collaborated with Australian Merino wool was showcased at Churchill's underground Cabinet War Rooms in January, in a modern interpretation of wool clothes and styles befitting the 1940s. FAST FACTS l Australian Merino wool was showcased at Churchill's underground Cabinet War Rooms in January, in a modern interpretation of wool clothes and styles befitting the 1940s. l The event was staged by as part of the Autumn/Winter 2014/15 edition of the London Collections: Men fashion week. l As a supporter of London Collections: Men since the event's inception, AWI continues to highlight the relevance of Australian Merino wool within menswear. Savile Row and St James's in January for an event at Churchill's underground Cabinet War Rooms in a modern interpretation of wool clothes and styles befitting that decade. It delivered an autumn/winter message of the day: to wrap-up, and layer- up in Merino wool, in styles and fabrics that have become the trends for Autumn/ Winter 2014/15. With posters echoing the British government's communications of the period -- "Help Britain's Warm Effort -- Wear Wool!" -- this extremely atmospheric and evocative event was the third instalment of AWI's "The English Gentleman" collaboration with Savile Row, following on from last year's spring/summer event Keep warm and carry on - in wool at Lord's cricket ground. This collaboration seeks to raise awareness of wool's natural performance properties and versatility across the seasons and product categories. Under the artistic direction of British GQ Creative Fashion Director Jo Levin, "The English Gentleman at the Cabinet War Rooms" was staged as part of the Autumn/ Winter 2014/15 edition of the London Collections: Men fashion week. The event involved Savile Row tailors using primarily UK weavers' fabrics to present over 80 beautifully crafted Merino wool pieces -- suits, separates, knitwear and loungewear -- throughout the war rooms on models, actors (including Michael 'Dumbledore' Gambon) and 'friends' of Savile Row. The event highlighted the way in which Merino yarns, fabrics and garments are embraced by the world's most prestigious tailors and fashion houses, and showcased the craftsmanship and heritage behind their creations. Woolmark licensed weavers and textile merchants from across the UK and Italy supplied over 200 metres of Merino wool fabric to tailors to create the bespoke pieces on display. AWI Chief Strategy and Marketing Officer Rob Langtry said: "We are reminding people of the importance wool has had before when there were restrictions on heating and electricity in the 1940s -- a message also true of today. As the temperature drops we can layer- up in wool and turn the thermostat down to keep warm in the colder months. This display shows the true versatility of Merino wool and its abundance in garment uses, richness in colour, texture and softness." 10 OFF-FARM March 2014 BEYOND THE BALE Posters echoed the British Government's communications of the 1940s