Help Britain’s Warm Effort, Wear Wool. The English Gentleman at the Cabinet War Rooms

January 7, 2014

LONDON, January 7, 2014 /PRNewswire/ –

As the hustle and bustle of Day 2 of London Collections: Men draws to a close,
underground in SW1A the Cabinet War Rooms come alive at 1800 in a modern interpretation of
wool clothes and styles befitting the 1940′s. In a setting representing the activities
that occurred below ground during WWII, a number of tableaux’s have been created around
the venue in the almost untouched rooms of Sir Winston Churchill, his wife Clementine, the
officers and commandant in addition to the precision planning and logistics of the Map

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Eighty outfits worn by live models, actors and ‘friends’ of Savile Row will rejuvenate
the venue in beautifully crafted bespoke Merino wool pieces, each expressing a particular
theme or moment in the life of The English Gentleman at the Cabinet War Rooms, as The
Woolmark Company once again collaborates with Savile Row and Jo Levin, Creative Fashion
Director of British GQ, to deliver an Autumn/Winter message of the day; to wrap-up, and
layer-up in Merino wool. The show is produced and presented by Anda Rowland of Anderson &
Sheppard and Sammy Aki.

Rob Langtry, Chief Strategy and Marketing Officer for Australian Wool Innovation/The
Woolmark Company said “A series of posters have been created to remind visitors of the
wealth of importance wool has had over time, especially in the 1940′s, when there were
restrictions on heating and electricity – a message also true of today as we are all
reminded ‘that as the temperature drops we can layer-up in wool and turn the thermostat
down’ to keep warm in the colder months. This display shows the true versatility of Merino
wool and its abundance in garment uses, richness in colour, texture and softness.”

The English Gentleman event is designed to highlight Merino Wool yarns, fabrics and
garments produced by some of the world’s most prestigious manufacturers and tailors which
demonstrate the craftsmanship and luxurious detailing. The collaboration seeks to raise
awareness of wool’s natural performance properties and versatility across the seasons and
product categories. Merino Wool naturally ‘breathes’, effectively regulating the wearer’s
body temperature keeping them warm in winter and cool in summer. Wool naturally absorbs
moisture, and nullifies odour, resists static electricity and provides natural UV
protection, and does not ignite so is safe to wear. Merino Wool has a natural elasticity
due to the fibre crimp which helps garments resist creasing and retain their shape, and
are less likely to pill (bobble) due to the longer fibre lengths used in manufacture to
ensure guaranteed garment performance.

Extreme gratitude is expressed to the luxury weavers and merchants from the UK who
have rallied together with The Woolmark Company to supply over 200 metres of Merino wool
fabrics. Provided to the tailors as a contribution to the project for the creation of a
range of iconic pieces covering:

        - Grey Flannel Suits
        - Green textured suits in Donegals, Herringbones and Country Tweeds
        - Brace-back trousers
        - Corduroys using wool blend fabrics
        - Traditional winter coatings in smooth, brushed finishes and Herringbones
        - Traditional dressing gowns in luxuriously soft Merino wool

The Cabinet War Rooms: 18:00 – 20:00 on Tuesday 7th January, by invitation only.

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 more than 25,000 woolgrowers. The company works throughout the global
supply chain – from woolgrowers through to retailers.

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 man-made. Every year sheep produce a
new fleece, making wool a renewable fibre source.






SOURCE The Woolmark Company

Source: PR Newswire

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