The tailored collection represents a powerful combination of beautiful materials - principally Merino wool and fine lightweight Cool Wool - and first class craftsmanship.

The presentation was a reminder of the fact that London is the world capital of masculine style, and has been for over two centuries.

“The English Gentleman at Lord’s Pavilion” showcased a mix of models and real men, dressed by Savile Row’s famous tailors. Dapper models dressed in their cricket whites and sharp tailoring arrived at Lord’s in a vintage red bus creating much interest as it wound its way through London streets headed for the grounds.

A number of different outfits were shown, spread through the rooms and terraces of the Pavilion. The clothes, primarily using Merino wool and lightweight Cool Wool fabrics, ranged from cricket sweaters to summer sports jackets, taking in blazers, lightweight suits and flannel waistcoats with trousers.

As a supporter of London Collections: Men since the event’s inception, The Woolmark Company continues to expand and develop its activities and partnerships, as a way to highlight the relevance of wool within menswear and especially within the British fashion and textile industry.

For the S/S 14 season, Cool Wool will be showcased and its natural performance qualities will be the focus for the ongoing designer collaborations, each expressing their own vision and interpretation of the fibre.

As in previous seasons, The Woolmark Company will also showcase a Merino Gallery in honour of Cool Wool at The Hospital Club and in the new show space at Victoria House. But it’s in the partnership with Savile Row that the company’s campaign will reach its climax.

Under the artistic direction of GQ Creative Fashion Director Jo Levin, the event at Lord’s celebrated the authentic English approach to menswear, highlighting the historic role played by Merino wool throughout the Spring Summer season over the centuries in a variety of lightweight fabrics and knitwear, through formal dressing and casual iconic sportswear pieces.

The event also paid to homage the Cool Wool concept, relaunched by The Woolmark Company last year, to educate consumers to choose wool as the perfect natural fibre for the warmer months, in virtue of its breathability, temperature management, elasticity, performance, fineness and drape.

Woolmark