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Beyond the Bale : December 2013
9 OFF-FARM A cream-coloured coat designed by Annika Hartwig that won the Wool School competition in Germany, a collaboration with the University of Hanover and retailer Wormland. The store of JoeMerino.com that specialises in pullovers — all made from 100% Australian Merino wool. Participants in the Tweed Run in Tokyo. PHOTO: © Tweed Run Tokyo 2013. HRH The Prince of Wales at Clarence House where he met the winning Wool School students (wearing their winning designs). December 2013 BEYOND THE BALE JAPAN The Campaign for Wool Japan continued to support the fashionable cycling “Tweed Run” events held in Tokyo and Nagoya as well as “Tweed Walk and Ride” in Kobe. Designers and bloggers attending the Tokyo Tweed Run included Christopher Raeburn, Susie Bubble and style.com photographer Tommy Ton. A series of events was also held in public shopping districts to promote Merino wool and fibre advocacy. More information: www.campaignforwool.org GERMANY Germany’s Wool Week also had a strong focus on Wool School and on the young generation, involving brands, retailers and universities to produce special wool collections, exhibitions and events all celebrating the natural benefits and performance of the fibre. A tour was undertaken of German cities with every location inspired by a particular aspect or quality of Merino wool, involving important retailers of the region. The celebrations started in Hamburg at leading retailer Wormland, before heading to Marc Cain’s headquarters in Bodelshausen and finally finishing at Berlin’s leading retailer Andreas Murkudis. THE NETHERLANDS Wool Week opened with an exhibition of special wool pieces created by 35 internationally renowned Dutch fashion and product designers, with each piece highlighting a specific benefit of wool. A photo exhibition was also held, in which 10 established photographers expressed their views on sheep and wool. During the yearly Museum Night, a collective celebration of wool was held with a spectacular embroidering activity open to the public. A Tour de Wool informed consumers about locations in Amsterdam where they can buy woollen garments. From concept stores to boutiques and department stores, wool was everywhere! UK The creative design project Wool School returned for a second year, pairing students from leading fashion schools with the nation’s favourite retailers – including Christopher Raeburn, Topman and Barbour – to create unique pieces for sale during Wool Week. The retailers had a massive online promotional presence. Campaign for Wool patron HRH The Prince of Wales continued his ongoing support by inviting the Wool School students to a reception at Clarence House in July, where they were invited to talk him through their winning designs. John Lewis was a major partner for the duration of Wool Week and held a series of master classes in both their London Oxford Street and Edinburgh branches to celebrate the art of hand knitting in a contemporary fashion context. A live knitted window on Oxford Street developed over the course of Wool Week drawing the attention of thousands of shoppers, media and bloggers alike.