Merinos ram home the wool message for Australian growers in Sydney

Sheep Central, May 13, 2016
Merino rams Fred and Truffles streetside during Wool Week Australia

Merino rams Fred and Truffles streetside during Wool Week Australia

TWO Merino rams — Fred and Truffles — were the stars of The Woolmark Company’s Wool Week Australia events in Sydney this week, as part of the global Campaign for Wool.

Merino rams Fred and Truffles wooed the city crowds and tourists as they toured footpaths and the retail outlets of key Wool Week collaborators.

The Woolmark Company said some the country’s biggest labels and retailers have thrown their support behind the campaign.

During celebrations from May 9 – 16, leading shopping centre Westfield joined the campaign as a major partner.

Westfield Sydney has come alive with wool installations and will also host a Designer Yarns series, with shoppers invited to meet leading fashion designers in intimate question and answer sessions.

Top designers participated in Wool Week

Top designers participated in Wool Week

Designers participating in Wool Week events include Mario-Luca Carlucci, Strateas Carlucci; Matt Jensen, M.J. Bale; Bianca Spender; and Alexandra Smart, Ginger & Smart.

Strateas Carlucci at Westfield Sydney for Wool Week 2016

Strateas Carlucci’s Wool Week display at Westfield Sydney.

Westfield Sydney, in partnership with the Museum of Applied Arts and Science’s Centre for Fashion will also feature a preview of the Isabella Blow: A Fashionable Life exhibition featuring three garments by designers Alexander McQueen (two wool pieces) and Teerabul Songvich. The bespoke exhibition is running at the Powerhouse Museum from May 14, and is curated by Shonagh Marshall, specifically for Australia. It features never before exhibited objects from Isabella Blow’s personal collection and showcases her affinity to wool and commitment to nurturing emerging designers, the Woolmark Company said.

Westfield Miranda is also hosting in-centre installations that feature the latest wool apparel from Kookai, Country Road, Saba, Sambag, Metalicus and Marcs. Fashion labels Dion Lee, Celeste Tesoriero and WAH-WAH will take part in Westfield Doncaster’s InHabit pop-up showcase, alongside homewares by extreme knitter Jacqui Fink and textile artist Grace Wood. All wool products on show will be available for purchase and will be displayed under a hand-dyed wool chandelier created by dream-weaver Natalie Miller.

Victoria also participating in Wool Week

Wool Week at Westfield Doncaster

Wool Week at Westfield Doncaster

From May 12-15, Westfield Doncaster in Melbourne is also running a campaign for customers to bring in their pre-loved winter coat to receive a $30 voucher to be spent on any wool item within any Wool Week participating retailer in centre. The pre-loved coats will then be donated to a local charity organisation, Doncare.

The Woolmark Company managing director Stuart McCullough said Wool Week aims to reconnect consumers with the versatility, luxury and natural benefits of wool, encouraging consumers to make conscious purchasing decisions.

“At a retail level, we applaud all of the Australian brands who continue to support the campaign and champion the message ‘Live naturally, Choose wool’.

“Both Westfield and The Woolmark Company work with the world’s leading retail and luxury brands and so we are pleased to announce Westfield as a major partner for this year’s celebrations, highlighting the use of Australian Merino wool both in Australian and international fashion” he said.

Social media campaign to celebrate wool’s versatility

The Woolmark Company is also running a social media competition on Instagram to celebrate the versatility of wool: from farm to fashion and everything in between.

To be in the draw to win $1000 to spend at your favourite Wool Week retailer, follow @thewoolmarkcompany on Instagram and post your favourite wool item, using #WoolWeek. The competition runs from May 9-20.

Other Campaign for Wool partners and events for Wool Week Australia included:

  • All AFL clubs highlighting their woollen range of 100 per cent Merino wool supporter gear, produced by AFL licensee Playcorp, which includes jumpers, scarves, beanies and gloves.
  • Australian tailor M.J. Bale highlighting the sheep-to-shop journey outside its brand new Martin Place store, with the help of The Woolmark Company’s celebrity rams Fred and Truffle on May 11.
  • Myer (Sydney) windows along Market Street and four floors of the store dedicated to wool fashion. A visual wool display will also be on exhibition outside Zara on Pitt Street Mall.
  • Menswear brand Rodd & Gunn unveiling its latest winter collection as a celebration of the Australian wool industry.
  • MARCS x John Macarthur wool jumpers available for purchase during Wool Week.
    Jeanswest Winter 2016 collection is available to buy during Wool Week.  International model Stephanie Field – the daughter of woolgrowers – fronts the wool campaign.
  • Jenny Kee celebrating Wool Week Australia with a special offer for purchases of her limited edition collection of knitwear ‘A New Beginning’ in collaboration with The Woolmark Company. Shop 30pc off knitwear styles during Wool Week from
  • Online retailer is offering 20pc off all wool purchases.
  • Tasmanian Wool Centre Wool Week event – A Yarn with a Farmer – for woolgrowers on May 11.
  • Extreme Knitter Jacqui Fink to host a Knitting Experience at Westfield Sydney on Level 3, May 9 and 10.
  • Bugaboo Wool Event at Homemaker Centre in Alexandria on May 24 highlighting the benefits of wool for babies.
  • Participation from retailers Sambag, Kookai, Peter Jackson, Country Road, Sportscraft and The Dandy Taylor Company (Perth).

The Woolmark Company is a subsidiary of Australian Wool Innovation, a not-for-profit enterprise owned by more than 24,000 woolgrowers that invests in research, development and marketing along the worldwide supply chain for Australian wool.

Source: The Woolmark Company.


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