M.J. Bale launches Cool Wool range

27 November 2013

The Woolmark Company continues to position Australian Merino wool as a trans-seasonal fibre, boosted largely by its Cool Wool campaign. After finding success with the revived campaign in the northern hemisphere – particularly London – the campaign has returned Down Under thanks to Australian-owned clothier and tailor M.J. Bale.

Australian tailor M.J. Bale has launched a Cool Wool range of suits for spring/summer
Australian tailor M.J. Bale has launched a Cool Wool range of suits for spring/summer, in collaboration with The Woolmark Company.

The two companies have collaborated to promote the fibre in a creative, modern and relevant way. M.J. Bale will offer Cool Wool suiting as a comprehensive part of the brand’s spring/summer 2013/2014 suiting collection. More than 90 per cent of M.J. Bale suits will be woven from Cool Wool fabrics, made from Merino wool produced in Australia and then fashioned into lightweight fabrics by members of the Cool Wool Weavers Guild.

Cool Wool garments are manufactured from lightweight Merino wool fabrics with a maximum weight of 190 g/m² and a maximum mean wool fibre diameter of 22.5 micron. The fabric/garment surface is clean and smooth. Cool Wool Fabrics and garments carrying the Woolmark symbol are normally 100 per cent Pure New Wool but can include blends of wool with fine animal fibres. The revived Cool Wool campaign – initially launched in the 1980s – aims to extend to the selling period of wool into the warmer months, highlighting the fibre's versatility and next-to-skin comfort.

M.J. Bale is embracing Cool Wool as the fibre of choice for spring/summer due to its natural inherent benefits such as breathability, softness, drape and temperature regulating properties, all of which uphold the Cool Wool campaign’s credo ‘When it’s hot, it’s not’.

M.J. Bale owner-founder Matt Jensen said the joint-campaign with The Woolmark Company was a way to promote Australian Merino wool within the country in which the fibre is produced.

“We really can’t describe how proud we are to be working with The Woolmark Company on this vitally important Cool Wool collection,” he said.

“From the first moment we launched M.J. Bale we understood the need to work hand-in-hand with Australia’s woolgrowers who produce the world’s most luxurious fibre. In fact, the origins of our name – M.J. Bale – are taken from the initials of my name and a bale of wool. That’s how important Australian Merino wool is to our business.

“Above all, the purchase of Australian Merino woven cloth by brands like us and our customers keeps passionate regional Australian families on the land and provides the next generations of Australia with a link to arguably our most iconic cultural heritage.”

To celebrate the campaign, M.J. Bale has teamed up with several Australian sportsmen to produce a series of photos with the sportsmen wearing suits that adhere to the Cool Wool specifications.

These include former Wallabies captain George Gregan and current player Adam Ashley-Cooper, Sydney Swans star Adam Goodes and Geelong’s former captain Tom Harley, Socceroo Mark Milligan and Australian cricketer Steve O’Keefe.

By weaving fashion with sport, as the tailor so often does, it is hoped that a larger consumer market can be reached. M.J. Bale was recently announced as the official clothier for the Australian Socceroos at the upcoming World Cup in Brazil. The company is also the official clothier to the Australian Cricket Team, and outfits in wool the Australian Polo team, Australian Turf Club and Super 15 rugby union teams the NSW Waratahs, Melbourne Rebels and Western Force.

Between October and January M.J. Bale will produce, retail and promote 14,000 Cool Wool jackets, 18,000 Cool Wool trousers and 500 wool ties. In-store promotions include window displays and decals visible throughout selected stores, along with Cool Wool collateral and swing tags on applicable products.

M.J. Bale will also promote and explain the Cool Wool campaign on its digital channels, including the brand’s official website and its page on Facebook.
“Cool Wool is once again at the forefront of the spring/summer collections around the world due to its natural, breathable and thermal management properties,” says The Woolmark Company’s Chief Strategy and Marketing Officer Rob Langtry.

“M.J. Bale has long been a passionate supporter of Australian Merino wool, and is a brand which resonates well with Australian consumers. We are pleased that one of Australia’s premier menswear brands is highlighting the trans-seasonal benefits of wool – the company captures the essence of the lightweight suit in its recent campaign.

“By partnering with M.J. Bale, The Woolmark Company is helping to cement Merino wool’s rightful place within our local market and increase the following of the fibre.”

Related Articles

Read about M.J. Bale's Grazed on Greatness campaign here.