One of the Cool Wool suits which appeared on the runway at the inaugural men’s only fashion week in London.
The Woolmark Company was proud to showcase the best in Cool Wool at the inaugural London Collections: Men. From the catwalk to in store events, Merino wool was showcased at its finest, as a suitable fibre for Spring Summer and transitional seasons.
On June 15 the bespoke tailors of Savile Row opened their showrooms and workshops to invited guests to showcase Cool Wool, and on June 17 the quintessentially British luxury menswear brand, Richard James returned to the runway after a 20 year absence and presented Cool Wool on the catwalk at The Gallery private members Club in Mayfair to invited guests including Elton John, Tinie Tempah, David Gandy and internationally renown fashion reporter Suzy Menkes.
Meanwhile, throughout the London Collections: Men, there was a showcase of Cool Wool fabrics and manufacturers at The Hospital Club which was the hub for some of the key London Collections events, presentations and workshops.
The bespoke tailors of Savile Row have long supported the use of lighter-weight Merino wool for Spring/Summer suiting and are pleased to showcase 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 cocktail 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.
In addition to the Savile Row open house, each of the tailors showed a bespoke garment cut in fine quality lightweight wool to showcase The Woolmark Company’s Cool Wool campaign. These models will be displayed in all of the Savile Row tailors’ windows over the coming weeks.
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
- Welsh & Jefferies.
The weekend had London alive with fashion and a plethora of Cool Wool merchandising: iPads dotted around the city showcasing the launch of the Cool Wool campaign film and vintage ice cream tricycles whizzing across town spreading the Cool Wool word with the iconic Merino sheep in sunglasses visual ... and ice cream!
The Woolmark Company is proud to be a part of the inaugural joint initiative with British Fashion Council and GQ. London kick started the menswear calendar bringing together the very best of British style launching on June 14.
“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 Robert 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 trans-seasonal months and into summer.”
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History of Savile Row
Bespoke tailors have traded in the square mile surrounding Savile Row for more than 300 years. The craftsmen and women who continue to make the finest gentlemen’s requisites by hand in Mayfair, Piccadilly and St. James’s first began colonising this quarter of London in 1666 after the Great Fire of London when commerce migrated from the City of London to surround the courts of Whitehall and St. James’s Palace.
The Burlington Arcade is a jewel of Regency architecture and Mayfair’s most elegant, historic shopping arcade.
About Richard James
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 first of the ‘New Establishment’ tailors on Savile Row, Richard James is proud to have contributed to revitalising what has long been acknowledged as the world centre for tailoring with its bold, progressive take on the timeless and traditional.
Service and expertise is also integral to Richard James, and so too is craftsmanship with the tailors working closely with the best woollen mills and the most exacting artisans in Britain and Italy to design and produce our exclusive fabrics and handmade accessories.
Richard James remains a quintessentially British luxury company but now, with its online service and worldwide stockists operating in tandem with its stand-alone shops on Savile Row and in Tokyo, it is one with a distinctly international outlook.
Updated classics, timeless yet contemporary design and an exacting attention to detail - Richard James is proud to set the benchmark for Savile Row tailoring, modern menswear and handcrafted accessories.
About The Woolmark Company:
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. AWI’s vision is to be a significant contributor to a vibrant, stable and profitable wool industry providing the world with the best natural fibre. The company works throughout the global supply chain – from woolgrowers through to retailers.
The company mission is to enhance the profitability, international competitiveness and sustainability of the Australian wool industry; and increase demand and market access for Australian wool.
Merino wool provides stability, durability, softness and luxury to the tailoring industry. The fibre has long been a favourite of designers, but younger consumers, born in an era of ‘disposable’ fashion know too little about the natural benefits.
Wool is a 100 per cent natural and renewable fibre. Sheep live on grass, water, fresh air and sunshine. Wool is a fibre that is grown – not manmade. Every year sheep produce a new fleece; making wool a renewable fibre source.