Thursday 25 October 2012
FIRST it was the Fit for a Prince project, now Australian farmers have contributed wool to be draped around one of London’s iconic department stores, Harvey Nichols in London’s Knightsbridge.
More than 100 metres of broader micron wool from Australia and other countries was donated by international supplier H Dawson from each of the world’s key wool-growing regions, as part of the Campaign for Wool.
The display is a giant ball of yarn and knitting needles that promote Wool Week in the UK – from October 15 to 21. It is designed to educate consumers about the benefits of wool and promote wool products.
The call for donations was issued in July and was kickstarted by 40 fleeces sourced from Landmark’s Australian Fleece Competition at the Australian Sheep and Wool Show in Bendigo were bought by AWI. Fleeces are sold and this year’s proceeds donated to epilepsy research.
In 2010, the Campaign for Wool began with sheep grazing on Savile Row and last year, the Wool Modern exhibition of wool fashion and interior designs was launched.
Woolmark International’s Northern Hemisphere regional marketing manager Kara Hurray said the promotion coincided with start of the UK’s busy winter season.
“October is a key selling season in the UK as winter items are in store and the (temperature) drops, it’s a time when people are buying for themselves and also starting to think about Christmas shopping – it’s a great time for wool.”
H Dawson’s Jo Dawson said the CFW was an essential global initiative that raised awareness of wool’s natural properties.
“The fact that the campaign is partnering with Harvey Nichols sends the message to the world that wool is well and truly in fashion,” he said.
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