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Sheep graze in London to begin the Campaign for Wool
Oct '10
Sheep are grazing the famous Savile Row in central London to highlight the natural advantages of their fibre.

By grazing the street synonymous with fine men's tailoring, consumers are reminded of how the natural fibre is produced. The farmers looking over their sheep on Saville Row demonstrate the importance of wool to rural communities.

The event hails the start of the five-year Campaign for Wool, aimed at reconnecting people with the versatility of wool: from next to skin luxury to the safety and comfort of natural carpet.

The Campaign was convened by HRH The Prince of Wales, a renowned environmentalist, with the support of British, Australian, South African, Norwegian and New Zealand woolgrowers. The Campaign for Wool is backed by the support of retailers, fashion designers, interior brands and publishers, collectively celebrating the natural and versatile properties of wool; the fibre that helped build the very nations involved.

Over 90 apparel and interior retailers spanning 400 stores across the UK are taking part in Wool Week (October 11-17), where the public will have the opportunity to join various events, from in-store events to specially organised knitting workshops.

Mark Henderson, Chairman of Savile Row Bespoke Association said “wool is the ideal natural fibre. It has been an essential part of our heritage and it is time for consumers to embrace this again given its durability, fluidity and luxurious softness”.

Speaking from London, AWI CEO Stuart McCullough said he hoped this campaign signaled a turnaround in the fortunes for wool.

“Australian woolgrowers have told us how they can grow the finest wool in the world. Now, alongside many partners we are telling as many as we can about the great qualities of our wool. This campaign will extend globally in 2011 into the USA, France, Italy, New Zealand, Australia, Germany, Japan and Korea and works alongside our other marketing campaigns across key consumer markets.”

Clare Waight Keller, Creative Director of Pringle, one of the supporters of the campaign said “we felt it was important to support HRH The Prince of Wales in his drive to increase the awareness of the sustainability of wool. From a designer's point of view, wool offers an incredible versatility and softness, which can create unique shapes and silhouettes, as seen in our Autumn/Winter 2011 collection.”

Australian Wool Innovation Limited

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