Australian Cool Wool at London Collections catwalk shows (United Kingdom)

The Woolmark Company has highlighted the best in Cool Wool at the inaugural London Collections for Men. Merino wool has been shown to be the ideal fibre for the European Spring/Summer from in store events to catwalk shows.

The Woolmark Company is proud to be a part of the inaugural joint initiative with British Fashion Council and GQ magazine. London kick-started the menswear calendar bringing together the very best of British style. “Menswear is the most important market for Merino wool with its ability to be woven into the finest cloth suitable for the best tailors of the world,” explains Rob Langtry, Chief Marketing Officer for The Woolmark Company. “The London Collections: Men presented us with the perfect platform to showcase Cool Wool and the versatility of the fibre throughout the transeasonal months and into Summer.”

As part of the campaign, 12 bespoke tailors along the famous Savile Row opened their workshops to invited guests to champion Cool Wool. British luxury menswear brand, Richard James presented Cool Wool to various invited guests including Elton John. Meanwhile, there was a showcase of fabrics and manufacturers at The Hospital Club, the hub for key London retailers.

Savile Row tailors have long supported the use of lighter weight Merino wool for Spring/Summer suiting and are pleased to advocate for garments made in Cool Wool and cut especially for the inaugural London Collections: Men. The gentlemen’s requisites houses of the Burlington Arcade co-hosted a special reception for the British fashion industry, international press and the historic houses in Mayfair, Piccadilly and St. James’s who have dressed the world’s most elegant men for centuries.

Houses participating included:

Anderson & Sheppard, Anthony Sinclair, Chester Barrie with Edward Sexton, Chittleborough & Morgan, Davies & Son, Dege & Skinner, Gieves & Hawkes, Henry Poole & Co, Huntsman, Norton & Sons, Maurice Sedwell, Richard Anderson and Welsh & Jefferies.

The weekend saw London alive with fashion and a plethora of Cool Wool merchandising, iPads dotted around the city launching the Cool Wool campaign film, and vintage ice cream tricycles whizzing around town spreading the word about Cool Wool with the iconic Merino sheep in sunglasses as visual.

Bespoke tailors have traded in the square mile surrounding Savile Row for over 300 years.

Luxury need not be synonymous with companies founded a century or more ago. Since 1992 Richard James has quickly established a reputation for itself as a leading luxury brand that has set the standard for contemporary tailoring and menswear.

The Woolmark is the world’s best known textile fibre brand, established in 1964. The Woolmark brand is owned by Australian Wool Innovation (AWI), a not-for-profit company owned by over 29,000 woolgrowers.