Models and Merino rams in Hosier Lane, Melbourne.
All photos: SDP Media
Coinciding with the mid-winter retail season, Wool Week – held from May 11 to 17 – played host to a series of events which involved the campaigns retail partner across the country in a bid to further educate consumers about the eco-credential of wool and increase sales of wool product.
The Woolmark Company Managing Director Stuart McCullough said it was encouraging for Australia’s woolgrowers to see the growing number of wool and wool-rich products available within the local market place, highlighted via Australia’s Wool Week celebrations.
“The Campaign for Wool and its global Wool Week celebrations not only give consumers the chance to discover first-hand the naturally inherent benefits of Australian wool, but also showcases the fibre’s versatility,” Mr McCullough said.
“The Woolmark Company is proud to partner with the global Campaign for Wool and this is the fourth consecutive year we have supported Wool Week in Australia, urging all Australians to live naturally and choose wool.”
Wool Week Australia’s focal event moved from Sydney to Melbourne, with Federation Square taking centre stage and hosting a magnificent coloured wool installation. Australian artists Chaco Kato and Dylan Martorell collaborated with the Campaign for Wool to create a giant marquee-like 10 metre x 10 metre sculpture, which hung centre stage at Federation Square’s atrium. Showcased within the sculpture were displays of wool in fashion and furniture, yarn spinning and knitting demonstrations, all of which paid homage to the campaign’s mission.
Following the success from previous Wool Weeks, Australian Campaign for Wool retail supporters once again became actively involved in the celebrations, with some beautiful in-store installations and window displays.
Participating brands include:
|CAMILLA AND MARC||Country Road|
|Metalicus||I Love Mr. Mittens|
|Wool Products Australia||Workshopped|
|Koskela||Australian Country Spinners|
|Rasiner||Peter Horobin Saddlery|
|Illawarra Feltmakers||Tasmanian Wool Centre|
The Woolmark Company celebrity Merino ram Fred, who is fast becoming a media sensation, spent the week meeting people in Melbourne and was the subject of the #imetfred social media campaign. Accompanying Fred at "Fred-eration Square" were ewes and lambs, helping to remind people of where wool begins.