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Beyond the Bale : June 2014
12 OFF-FARM June 2014 BEYOND THE BALE FAST FACTS l Internationally renowned fashion designer Sir Paul Smith has rolled out his Cool Wool collection into the Asian market, with retail activities in China, Korea, Japan and the Middle East. l The Paul Smith spring/summer 2014 London Collection includes seven worsted Cool Wool fabrics woven by leading European mills. l Paul Smith has a strong following in Asian markets, where there is a need for garments which can perform well in warmer climates. Sir Paul Smith at the official launch of the new Paul Smith store in Shanghai and the global roll out of his Cool Wool collection. Sir Paul Smith, the legendary fashion designer known for a philosophy of "Classic with Twist" has used Merino wool in various collections throughout his 40-year career. He took an ambassadorial role in collaborating with AWI on a co-branded campaign for spring/summer 2014 and autumn/winter 2014/15. Now, Paul Smith is rolling out his Cool Wool collection within the Asian market, with retail activities in China, Korea and Japan. "The Far East has always been very good for me; we have 265 shops in Japan, but we are also selling and have shops in Korea, Singapore, Taiwan, Thailand," explains Smith. "We will be focusing on men's and women's clothes, with an emphasis on luxury, which includes of course all the wool suits and the Cool Wool suits which work perfectly in a country like China." For AWI, the Paul Smith spring/summer 2014 London Collection offers British style and heritage and is welcomed by the Asian markets, particularly through the use of Cool Wool fabrics. The fabric design and development pays great attention to detail which is extended to garment styling -- an iconic feature of Paul Smith apparel. Seven worsted Cool Wool fabrics woven by leading European mills have been selected for the Paul Smith London Collection. Cool Wool fabrics are made from fine Australian Merino wool fashioned into lightweight fabrics through modern manufacturing and processing techniques. Merino wool is the fibre of choice for a spring/ summer 14 collection due to its natural breathability, softness, drape, moisture absorption. Paul Smith has a global fashion following with a particularly strong presence in Asian markets, where there is a need for apparel which can perform well in hot temperatures and also regulate changes in temperature when moving from cool air-conditioned rooms to the hotter outdoor environment. "Cool Wool is perfect for lots and lots of countries because if you suffer from humidity it's going to have a lot of life, and if you are a traveller then a Cool Wool travel suit is perfect for you," says Smith. "This is because the yarn is twisted really tight, woven really tightly, and when you get up off an aeroplane or a train it just springs back to life, so a travel suit is a very cool thing." The launch of Paul Smith's Cool Wool collection in Shanghai focussed on two key events. The first was Sir Paul Smith presenting 'Hello. My Name is Paul Smith', which offered an afternoon presentation on tailoring, Cool Wool and travel suits. This was followed by the flagship store opening event showcasing the Cool Wool collection and a special collection created exclusively for the store launch event of 10 limited edition travel suits, manufactured using lightweight Cool Wool fabrics in a classic navy blue high twist yarns. Paul Smith has also brought his sartorial charm to Korea, exhibiting his 'Cool Britannia' collection at the Paul Smith flagship store in Seoul. And in Japan, 17 Paul Smith stores had Cool Wool window displays during March. The Middle East has seen print and online media activities and advertising at Dubai airpot. The campaign was also distributed in Europe in key French and German titles to support retail store expansion. In addition, AWI held Wool Appreciation courses with Paul Smith sales associates in Tokyo and Osaka. More information: www.merino.com/coolwool Paul Smith launches Cool Wool in Asia WWW.PAULSMITH.CO.UK TELEPHONE: 0800 023 4006 THE WOOLMARK SYMBOL IS A REGISTERED TRADE MARK OF THE WOOLMARK COMPANY. IN UK, EIRE, HONG KONG AND INDIA THE WOOLMARK SYMBOL IS A CERTIFICATION TRADE MARK. One of the images from the latest advertising of the Paul Smith spring/summer 2014 Cool Wool collection.