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Beyond the Bale : June 2014
26 OFF-FARM June 2014 BEYOND THE BALE FAST FACTS l Australian lifestyle brand Country Road has paid homage to Australia's woolgrowers in a recently released promotional film Life Through Wool. l The short film is part of Country Road's 40th birthday celebrations and is the result of a collaboration with AWI. l Country Road's Winter 2014 collection features stunning wool apparel and is available for purchase on its website which also features the promotional film and background information on the film and wool. COUNTRY ROAD: LIFE THROUGH WOOL Country Road's popular Life Through Wool promotional film is available on its website alongside the company's online shop where consumers can purchase its wool apparel. For 40 years iconic Australian brand Country Road has been producing clothes which authentically reflect the Australian way of life. Committed to value and quality, Country Road showcases the versatility of Australian Merino wool throughout its collections. Collaborating with AWI, Country Road has created and released a short film Life Through Wool, featuring Australian actor Isabel Lucas, which celebrates Country Road's long-standing relationship with AWI, the Woolmark brand and Australian woolgrowers. Life Through Wool is set on 'Boonoke' sheep station -- the iconic 43,000 hectare property at Conargo in the NSW Riverina. The storyline of the film, which will be familiar to many woolgrowing families, sees Lucas, a modern city woman, take a trip back to the family home. It is shearing season and thousands of sheep arrive. Lucas's character enjoys the beauty of the farm, familiarity of home and reflection of stillness. "Like the Woolmark brand, we see Country Road as an iconic Australian brand which is well respected right across the country. Their commitment to the Australian wool industry -- starting with woolgrowers right through to the end consumer -- has evolved into something which is vital in the work we do," said AWI CEO Stuart McCullough. 2014 not only marks the 50th anniversary of the Woolmark brand, it is also the 40th anniversary of Country Road. These two iconic brands both represent quality and have played integral roles in showcasing modern Australia within the fashion industry. As a part of its 40th birthday, Country Road will focus on its impressive history as one of Australia's most-loved lifestyle retailers. Country Road has worked closely with the Woolmark brand since 1980 to ensure their stringent standards are represented in all collections. Country Road managing director Sophie Holt said the film was a celebration of the two brands. "We are so excited to launch Life Through Wool," Holt said. "We set out to produce a film that celebrated the beauty and light of the Australian landscape and the natural quality of wool -- I think the piece captures this perfectly." Country Road's Winter 2014 collection features a number of wool and wool blend