AWI promotes wool to ward of US & UK cold winters

January 17, 2014 - Australia

As the Australian summer sizzles, consumers faced with freezing conditions across key northern hemisphere markets are being reminded of wool's natural thermal advantages.

Initiatives such as The Warm Effort in London are reminding consumers of the potential to reduce our reliance on fossil fuels for heating by wearing a fashionable renewable resource: wool.

The Woolmark Company again collaborated with the tailors of Savile Row and Jo Levin, Creative Fashion Director of British GQ, to deliver London Collection: Mens, an Autumn/Winter message to "Keep Cosy and Carry On… in Merino wool."

Australian Wool Innovation Chief Strategy and Marketing Officer Rob Langtry added: "we are reminding people of the importance wool has had before when there were restrictions on heating and electricity in the 1940s - a message also true of today.

"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 in the underground Cabinet War Rooms in London was 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.

While the presentation focussed on craftsmanship and luxurious detailing, it also demonstrated the natural breathability and temperature regulation qualities, which sees wool straddle seasons and product categories. Because wool absorbs moisture, quells odour, resists static and does not ignite, it stands as a sensible fibre to don in both cold and warm conditions.