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 at The Cabinet War Rooms.  The event will be a journey through the different facets of British men’s style during the era of WWII, Sir Winston Churchill and politician lifestyles, encompassing Merino wool in each of the tableaux’s created around the venue.

Under the artistic direction of Jo Levin, GQ Creative Fashion Director, The English Gentleman event will celebrate the authentic English approach to menswear, highlighting 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 warm in winter and cool in summer.  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 an Autumn/Winter message of the day; to wrap-up, and layer-up in Merino wool, a series of posters have been created to remind visitors of the wealth of importance wool has had over time, especially in the 1940’s, when there were restrictions on heating and electricity – a message also true of today as we are all reminded ‘that as the temperature drops we can layer-up in wool and turn the thermostat down’ to keep warm in the colder months. This live display shows the true versatility of Merino wool and its abundance in garment uses, richness in colour, texture and softness.

Extreme gratitude is expressed to the luxury weavers, spinners, knitters and merchants from the UK who have supplied over 200 metres of Merino wool fabrics; provided to the tailors as a contribution to the project for the creation of the range of iconic Merino wool and wool blend garments.

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Woolmark for Savile Row London Collections Men English Gentleman

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