United States Of America : Woolmark joins designer Everest to unveil wool range in US

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Woolmark joins designer Everest to unveil wool range in US

17
Feb '14

The Woolmark Company has collaborated with internationally renowned contemporary British tailor and fashion designer Timothy Everest to launch a wool-based collection, Hemisphere. Comprising eight men's looks and three women's, Hemisphere showcases Merino wool's natural versatility, bringing the fiber to the street to contrast and complement its traditional looks and cuts.

Hemisphere will be on show for the first time at US men’s contemporary trade show, Liberty Fair Las Vegas, February 17-19.

The collaboration is in line with The Woolmark Company's aim of introducing different designers to the infinite potential of Merino wool and is an organic extension of the work already undertaken with other leading designers such as Alexander Wang and Narciso Rodriguez.

Together, Everest and The Woolmark Company are taking wool to the heart of today's urban mix and place it firmly at the center of modern, urban lifestyle.

Hemisphere draws on Everest's tailoring heritage and uses innovative wool-based fabrics that connect with today's international casual style. What has been created is a collection which is imaginative, original and most of all one which will resonate with a global contemporary audience.

Everest, who learned his tailoring skills in London's Savile Row and who is at the forefront of the "bespoke casual" movement says, "The collaboration with Woolmark made us think about creating a collection that would surprise people about what you could do with wool. We wanted the collection to be internationally casual. It's for people who are living the urban life; they might be jumping on a bike, on the train, or who could be on a plane."

Two key looks within the Hemisphere collection make use of a wool denim fabric. The men's one-piece suit uses an indigo blue wool denim fabric, with Everest drawing inspiration from the boiler suits worn by the Bauhaus movement. Everest has also crafted a key women's look from wool denim, designing a ¾ length culotte, teamed with a bright sulphur yellow cowl-back neck top hand-knitted from Merino wool.

Stuart McCullough, CEO of Australian Wool Innovation, parent entity of The Woolmark Company, says the company's presence at Liberty is not only a way to highlight wool's versatility, but also a means to change public misconceptions of the fiber.

"We want to highlight wool as a fiber for the every day. Merino wool is well-placed to resonate with the lifestyle choices of today's contemporary generation - often placing greater expectations on the eco-credentials, integrity and authenticity in the products they buy. The collection combines the rich heritage of wool with contemporary culture."

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