Austin Reed Q&A
The Campaign for Wool caught up with British fashion retailers, Austin Reed, to discuss their life long partnership with wool. With over a centuries experience in the wool clothing industry, Austin Reed is a true champion of the fibre.
Please tell us a little about yourselves and how your business utilises wool?
We are an English Retailer, with a very strong heritage that is best known for its suiting, coats and jackets. Wool is a must for us across those key areas; this natural fibre is ideal for all year round dressing and is extremely universal with great durability and fantastic draping. From wool Mohair to pure Merino, heavy or light weight, sharkskin or plain weave – we are able to offer the customer a vast selection across a wide range of styles.
Since you’ve been involved with wool, how have you seen the wool industry change?
There is a much better and greater awareness around wool nowadays and the public’s knowledge of the fibre is more understanding.
How do you source your wool?
We believe in dealing directly with British Mills. We also do our own development with them to ensure it fits with our customer demand. We are constantly developing our products and exploring things like new checks and a new and improved feel.
What does the Campaign for Wool mean to you?
For us it’s about making people aware of the fantastic properties of wool. The wool range is unique with various bases. Wool also appeals to both the younger and more mature customer and so we are keen to raise awareness around this unique product that can so easily be misunderstood and underestimated.
The fashion landscape is always changing, what does 2014/15 hold for you?
We will be introducing more woven knits, washed wool jackets as well as Neppe jackets. We are really excited about the next collection and what the coming months hold.
Fabric technologies, particularly those using wool have advanced so rapidly over the last few years, has this affected your trade and work?
It is great for us as we have been able to attract a younger audience by offering a new weight and a new hand feel. The advancement in technology has also meant that we are able to explore and offer the customer new products. Mill washed wool and woven knitted looks have been a huge success for us, and so we will continue to develop this season after season – offering a greater selection of checks, stripes and semi plain.
How does using woollen cloths differ to other man-made materials?
It’s a natural fibre so there is great durability, better reparability with a unique hand feel and a fantastic drape.
What demand have you seen from your customers with regards to favouring wool over synthetic fibres?
Wool is the number one favourite in our stores. We are not a polyester business. Our customer will pay to ensure they get a good quality, pure wool suit. Our business has developed and gone from strength to strength over the years by offering wool products. Our customer is very loyal to high quality products.
Are there any plans to introduce more British wool in to your collection?
We are doing a lot already, but what we will ensure is that season after season we will offer a choice of good quality wool product with the introduction of new fabric bases.
To find out more about Austin Reed visit http://www.austinreed.co.uk/