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Beyond the Bale : December 2018
Royal tailors since 1809, Gieves and Hawkes this autumn/winter highlighted Australian Merino wool as part of its latest collection, partnering with AWI to promote the natural benefits of the fibre to consumers. Gieves & Hawkes is an iconic men’s bespoke and military tailor and menswear retailer, with its flagship store located at the most prestigious of addresses: No.1 Savile Row, in London. Founded in 1771, Gieves & Hawkes is one of the oldest continual bespoke tailoring companies in the world. The company has a strong history of both service to the military, and hence to the British royal family. Hawkes & Co. was granted its first Royal Warrant in 1809, during the reign of King George III, and has continuously enjoyed the patronage of British royalty, thereby reinforcing the company’s unparalleled pedigree and international status. In 1953 the company famously made Her Majesty The Queen’s wool boat cloak, photographed through the decades by the likes of Cecil Beaton in 1968 (see below left) and Annie Leibovitz in 2007. Other British royals have been dressed by Gieves & Hawkes including the Prince of Wales, the Queen’s father and grandfather, George VI and George V, as well as the royal Princes William and Harry. Gieves & Hawkes presently has all three main Royal Warrants, appointed to HM The Queen, The Duke of Edinburgh and The Prince of Wales – a recognition of unrivalled quality and service. Gieves & Hawkes has also had a longstanding association with Australian wool throughout its history. Helping continue this tradition, Gieves & Hawkes and AWI’s marketing arm The Woolmark Company undertook a marketing collaboration together this year, to showcase 100% Merino wool across the retailer’s Autumn/Winter collection and reaffirm Merino wool’s position as the ultimate luxury fibre for menswear. The collaboration saw a series of in-store events and marketing collateral displayed in the high-traffic location of the No.1 Savile Row store, including bespoke wool care guides, WOOL magazine and samples of GIEVES & HAWKES BY ROYAL APPPOINTMENT Gieves & Hawkes’ wool-rich Autumn/Winter collection takes inspiration from Britain’s rich naval heritage. In 1953 Gieves & Hawkes was commissioned by HM Queen Elizabeth IItomakehera wool ‘boat cloak’, in which she has been photographed throughout the subsequent decades. © Cecil Beaton/ Victoria and Albert Museum, London. wool. There was also a double-page feature in Gieves & Hawkes’ new publication No. 1 , which was also distributed in the 16 September edition of London’s high profile Sunday Times newspaper. The Woolmark Company also hosted retail training seminars, ensuring all Gieves & Hawkes staff are well educated in the benefits of Australian wool. Training sessions such as these play a vital role in the marketing of the fibre and selling wool and wool-rich apparel to both loyal and new customers. A key highlight of this autumn’s new collection – which was inspired by the company’s association with Britain’s illustrious naval heritage – was a chunky sweater with a knitted pattern based on boat rigging. The Merino wool-rich fabric has allowed Gieves designer John Harrison to create a sweater with a rugged appearance but a lightweight and a soft hand feel. “The brand has been using wool throughout its 250-year history, and Mr Harrison reminds us of the long-ago days when the presence of lanolin (natural oil) in wool gave it a very welcome water resistance for which Gieves’ nautical customers would have been grateful,” states No.1. “In an era when men’s clothes had to work considerably harder than they do today, wool was the original performance fabric. Today the material’s ability to regulate the temperature of the wearer, resist bacteria and allow the skin to breathe remains a unique set of attributes.” MORE INFORMATION www.gievesandhawkes.com (RIGHT) Deputy Store Manager of Gieves & Hawkes, Joseph Waving, at No.1 Savile Row holding open the first edition of its newly launched publication called No.1, with a centre-spread feature on Australian Merino wool titled ‘Shear Class’. 36 OFF FARM
In the Shops - March 2019