Textiles & Apparel / Garment

2012-06-19

Cool Wool showcases at the inaugural London Collections: Men

Following the global trade launch of the revived Cool Wool brand, one of The Woolmark Company’s most recognised and successful brands at Première Vision in February 2012, 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 the 15th June the bespoke tailors of Savile Row opened their showrooms and workshops to invited guests to showcase Cool Wool, and on the 17th June 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 renowned 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.

Tinie Tempah attends London Collections: Men in a tuxedo

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 and Welsh & Jefferies.

The weekend saw 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 around 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 the 14 June. “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 transeasonal months and into Summer.”