Savile Row and The Woolmark Company present The English Gentleman at Lord’s

18 June 2013

Yesterday, for London Collections: Men, the bespoke tailors of Savile Row and The Woolmark Company, along with London's best shirt makers, shoe makers and hatters, presented the modern face of British elegance to an international audience made up of buyers and journalists.

“The English Gentleman at Lord’s Pavilion” showcased a mix of models and real men, dressed by Savile Row’s famous tailors
“The English Gentleman at Lord’s Pavilion” showcased a mix of models and real men, dressed by Savile Row’s famous tailors.

The tailored collection represents a powerful combination of beautiful materials - principally Merino wool and fine lightweight Cool Wool - and first class craftsmanship. The presentation was a reminder of the fact that London is the world capital of masculine style, and has been for over two centuries.

“The English Gentleman at Lord’s Pavilion” showcased a mix of models and real men, dressed by Savile Row’s famous tailors. Dapper models dressed in their cricket whites and sharp tailoring arrived at Lord’s in a vintage red bus creating much interest as it wound its way through London streets headed for the grounds. A number of different outfits were shown, spread through the rooms and terraces of the Pavilion. The clothes, primarily using Merino wool and lightweight Cool Wool fabrics, ranged from cricket sweaters to summer sports jackets, taking in blazers, lightweight suits and flannel waistcoats with trousers.

As a supporter of London Collections: Men since the event’s inception, The WoolmarCompany continues to expand and develop its activities and partnerships, as a way to highlight the relevance of wool within menswear and especially within the British fashion and textile industry.

For the S/S 14 season, CooWool will be showcased and its natural performance qualities will be the focus for the ongoing designer collaborations, each expressing their own vision and interpretation of the fibre. As in previous seasons, The Woolmark Company will also showcase a Merino Gallery in honour of Cool Wool at The Hospital Club and in the new show space at Victoria House. But it’s in the partnership with Savile Row that the company’s campaign will reach its climax.

Under the artistic direction of GQ Creative Fashion Director JLevin, the event at Lord’s celebrated the authentic English approach to menswear, highlighting the historic role played by Merino wool throughout the Spring Summer season over the centuries in a variety of lightweight fabrics and knitwear, through formal dressing and casual iconic sportswear pieces.

The event also paid to homage the CooWool concept, relaunched by The Woolmark Company last year, to educate consumers to choose wool as the perfect natural fibre for the warmer months, in virtue of its breathability, temperature management, elasticity, performance, fineness and drape.

For further information, images and interviews please contact:

Lisa Lisanti, Senior PR Manager
The Woolmark Company
T: +39 (0) 289 096 705 Anda Rowland, Anderson & Sheppard
Sammy Aki

The participating houses are:

Anderson & Sheppard, Chester Barrie, Chittleborough & Morgan, Davies & Sons, Dege & Skinner, Ede & Ravenscroft, Edward Sexton, Gieves & Hawkes, Hardy Amies, Henry Poole & Co, H. Huntsman & Sons, Kathryn Sargent, Kilgour, Lutwych, Maurice Sedwell, Richard Anderson, Richard James Bespoke, Timothy Everest, Welsh & Jefferies The following British firms will also be participating:
Bates, Budd, Crockett & Jones, Edward Green, Emma Willis, G.J.Cleverley, Grenson, Holland & Holland, James Lock & Co, John Lobb Ltd, Johnstons of Elgin, Kent & Curwen, Manolo Blahnik, Sean O’Flynn


Lord's, the Home of Cricket, holds a special place in the hearts and minds of cricket fans and players all over the world. A ground where legends are made, its stature and charm give it a magical quality. Owned and run by Marylebone Cricket Club (MCC) which was founded in 1787, MCC, Lord's occupies pride of place in cricketing history and is a global sporting icon, not simply a sports stadium but a ground and club. Currently the waiting list is 19 years for new members. The Pavilion at Lord's is one of the most celebrated buildings in the sporting world. A fine example of Victorian architecture, constructed in 1889, it holds Grade 2* listed status. One of the sporting world’s most celebrated interiors will act as the backdrop to June’s presentation.


Chivas deluxe blended Scotch whisky and Savile Row Bespoke Association have come together as partners to continue to support and celebrate heritage, modern craftsmanship and style. Both Chivas and Savile Row share values and skills that have continued unbroken for over two centuries, representing contemporary symbols of discernment, quality and luxury. Over the course of the year, Chivas and Savile Row Bespoke Association will join forces to develop events and activities to inspire appreciation for the art and heritage of tailoring, and the importance of style across London.

London Collections: Men is the capital’s biannual showcase of British menswear brands and designers. Launched in June 2012, and very positively received by press and buyers, June’s LC:M builds on the success of two seasons with an expanded list of brands and designers. Other exhibitors on this season’s schedule include Alexander McQueen, Burberry, Tom Ford, Belstaff and Alfred Dunhill. London’s unrivalled creativity has long been recognised by the international fashion industry, but LC:M is well on the way to establishing the capital as a commercial powerhouse, as well as a cultural one.

The launch in June 2012 had the support of HRH The Prince of Wales. January 2013 was kick started with a reception hosted by David Cameron at Downing Street and June 2013’s LC: M has the support of Boris Johnson and the Mayor’s Office.  

About The Woolmark Company:

The Woolmark is the world’s best known textile fibre brand, established in 1964. The Woolmark brand is owned by Australian Wool Innovation (AWI), a not-for-profit company owned by over 27,000 woolgrowers. AWI’s vision is to be a significant contributor to a vibrant, stable and profitable wool industry providing the world with the best natural fibre. The company works throughout the global supply chain - from woolgrowers through to retailers. The company mission is to enhance the profitability, international competitiveness and sustainability of the Australian wool industry; and increase demand and market access for Australian wool. Merino wool provides stability, resilience, softness and luxury to the tailoring industry. The fibre has long been a favourite of designers, but younger consumers, born in an era of ‘disposable’ fashion know too little about the natural benefits. Wool is a 100 per cent natural and renewable fibre. Sheep live on grass, water, fresh air and sunshine. Wool is a fibre that is grown - not man-made. Every year sheep produce a new fleece, making wool a renewable fibre source.