As a supporter of London Collections: Men, The Woolmark Company continues to expand and develop their activities and designer partnerships during the shows, installations and events as a way to highlight the relevance of wool across the seasons within menswear and especially within the British fashion and textile manufacturing industry. As in previous seasons The Woolmark Company will join forces once again with Savile Row to present The English Gentleman in lightweight Cool Wool outfits whilst he is on his mission to prepare for holiday. It is a journey through the different facets of British men’s style during the preparation for his travels abroad, as he and his friends meet up to discuss the forthcoming travels and he enhances his travel wardrobe with bespoke key Merino wool items from the tailors of Savile Row.

The English Gentleman images and film that have been created will celebrate the authentic English approach to menswear, highlighting lightweight Merino Wool yarns, fabrics and garments produced by some of the world’s most prestigious manufacturers and tailors which demonstrate the craftsmanship and heritage. The collaboration seeks to raise awareness of wool’s natural performance properties and versatility across the seasons and product categories. Merino Wool naturally ‘breathes’, effectively regulating the wearer’s body temperature keeping them cool in summer and warm in winter. Wool naturally absorbs moisture, and nullifies odour, resists static electricity and provides natural UV protection, does not ignite so is safe to wear. Merino Wool has a natural elasticity due to the fibre crimp which helps garments resist creasing and retain their shape, and are less likely to pill due to the longer fibre lengths used in manufacture to ensure guaranteed garment performance.


Delivering a Spring/Summer message of Wool is Cool for Summer, a series of images and a film have been created by Sean Thomas to remind consumers of the versatility, drape and softness wool has in lightweight fabrics and knitwear. They show the true versatility of Merino Wool and its abundance in garment uses, richness in colour and textures. Extreme gratitude is expressed to the luxury weavers, spinners, knitters and merchants who have supported this project supplying fabrics to the tailors for the creation of the range of iconic Merino Wool and wool blend garments.

For Merino Wool information please visit, or


Woolmark for Savile Row London Collections Men English Gentleman

Bookmark and Share  |  Copyright SRCollection 2013 - 2014