A special logo was created and used this year to recognise the 50th anniversary, and promotional collateral was produced for a trade audience.
To help celebrate the 50-year milestone, high-profile magazine British GQ has published a 16-page feature dedicated to the Woolmark brand’s 50th anniversary in its September edition. British GQ is also running a competition to help spread the love for Merino wool, and has created a short film interviewing designers about their love for wool.
Showcasing Dolce & Gabbana, Giorgio Armani, Lou Dalton, Kim Jones (Louis Vuitton), Dean and Dan Caten (DSQUARED2), Sir Paul Smith, Kris Van Assche (Dior Homme), John Ray (Alfred Dunhill), Oliver Spencer, Kean Etro and Andreas Kronthaler (Vivienne Westwood), the feature profiles each of these designers, but saves the biggest profile for the designers’ common muse: Merino wool.
A precious, noble, natural fibre, Merino wool is loved by designers and consumers right across the world. With superb handle and drape, versatility and crease recovery, Merino wool provides premium clothing in both wovens and knitwear across a wide variety of products.
“I think the way we work with wool now has come along light years. What’s interesting for me is using wool in a more comfortable and lighter, modern way,” says Richard Nicoll in the video interview.
Robert Johnston for British GQ pens an ode to wool, highlighting the recent Campaign for Wool activities held at Clarence House and hosted by HRH the Prince of Wales. The event highlighted wool’s eco-credentials – namely the fibre’s flame resistant and biodegradable properties.
“The Prince is merely pointing out what has been known for 8000 years – that wool is an amazing, extraordinarily adaptable fibre with a wealth of history and natural benefits, qualities that make it the first choice of the world’s great fashion designers,” writes Johnston for British GQ.
“And thanks to its (wool’s) qualities, almost all the designers that British GQ has worked with, featured and photographed for the past 26 years, from Armani to Zegna, have used wool in all its forms to create everything from suits to knitwear, coats to high-performance sportswear and base layers.”