WOOL CARE IN COVENT GARDEN
Wool Week marks its ninth year with a message of Careability, allaying consumer fears that caring for Wool is difficult, with an immersive installation in Covent Garden on 11 and 12th October 2018, open daily from 10am to 7pm to consumers.
The Campaign for Wool’s annual Wool Week will mark its ninth year and focuses on the wonders of wool with an extended programme of events and interactive consumer moments spanning a fortnight from the 8th – 21st October.
Centring around an interactive pop-up in London’s Covent Garden, Wool Week will
celebrate retailer collaborations and educate consumers around the ease of owning wool, dispelling the myths about stain removal, washing, drying and general care, highlighting that the purchase of wool products is an investment that will stand the test of time and looks as good as the day it was bought.
The installation will consist of two 20ft long and 8ft wide containers, decked with wool furniture, carpets and garments, and fitted with AEG washing machines showcasing how easy wool is to care for in a captivating way. The containers will highlight the versatility and innovative ways in which wool is used across different industries and applications.
Visitors will have the opportunity to interact with AEG experts, and a line-up of activities, demonstrations and initiatives designed to inspire and educate on the best ways to care for wool, and encouraged to partake in live art experiences, tackling common stains found in the home from coffee to red wine.
Chris George, Head of UK and Ireland Marketing at AEG has shared that “Trust is a major issue when it comes to cleaning precious wool garments, but AEG’s ground breaking technology makes it easy to care for your treasured knitwear during the washing and drying process. During Wool Week we will help bring the ‘Careability’ message to life, demonstrating how our innovative AEG appliances are the ultimate guardians when it comes to delicate woollens. This year’s Wool Week is designed to demonstrate the wonder of wool and dispel myths about how hard it is live with.”
Visitors will have the opportunity to meet retailers and industry experts through a Meet the Wool Gurus series, which will be a series of talks hosted by the broadcaster and British designer Patrick Grant, best known as a judge on the television series, The Great British Sewing Bee, and Pips Taylor.
The gurus include Jeremy Hackett of Hackett, Douglas Cordeaux of Fox Brothers, Patrick Reinhardt of Adidas, Victoria Stapleton of Brora in discussion with Pips Taylor, Emma-Jane Adams and Catriona Pharo of Smalls with Dr Paul Swan, Deborah Luffman of Finisterre in discussion with Dr Mark Taylor from Leeds University, Lorna Haigh of Alternative Flooring in discussion with Amanda Peach of Yorkshire Sculpture Park, Chris Tattersall of The Wool Room with Dr Paul Swan, Ian Maclean of John Smedley, Steve Bakker of WoolSafe in discussion with Tim Clarke of Clarkes’c carpets, and Simon Crompton of Permanent Style.
The Campaign for Wool has collaborated with retail partners and brands from Brora and Jack Wills to Hackett, Pringle of Scotland, Vivienne Westwood, Marks & Spencer, John Smedley, Walker Slater, Hobbs, Finisterre, Johnstons of Elgin, DAKS and Smalls, Brintons, Harris Tweed Hebrides, Axminster, Alternative Flooring, Abraham Moon & Sons, Headlam Group and Brockway. British brand Brora and founder Victoria Stapleton has designed a limited-edition wool sweater, released exclusively for Wool Week.
In addition to retail consumer promotions and events taking place around the UK, there will also be a series of craft workshops taking place at various locations – see Eventbrite for details.
With all this in mind, the Campaign for Wool has compiled Five Wonderful Wool Facts that show why wool should be first choice for the home and the workplace, including
how wool helps you sleep, is good for the environment, can be invisibly mended and can even help with adult and children’s eczema.
Peter Ackroyd, Chief Operating Officer for the Campaign for Wool, said: “Take care of wool and wool will take care of you, is the message we’re promoting at this year’s Wool Week. Wool really is a wonder fibre. It’s really easy to look after and it will give back lots in return – not just in terms of comfort but it’s also good for your health and for the health of the planet. It’s no surprise that Nasa uses it for their astronauts. It really is out of this world and we want everyone to know.”
WOOL YOU BELIEVE IT…? FIVE WONDERFUL WOOL FACTS
The campaign will also publish five fascinating facts to demonstrate what a wonder-fibre natural wool is and how it is not only good for the planet but also your health.
FACT ONE
Wearing and sleeping with wool products helps you sleep: Craving more kip? Wool has the answer!
Forget counting sheep, and start wearing sheep. Research shows you get seven minutes more sleep, and fall asleep four minutes faster each night if you wear wool pyjamas as opposed to cotton or man-made fibres. This is boosted even more by having wool bedding. If you sleep in wool, on wool and under wool you’ll have a longer and deeper sleep.
FACT TWO
Wool is environmentally friendly: Wool-y good for the planet!
Switching to wool would dramatically reduce land and sea-fill waste, whilst also reducing energy and water use, according to new research from the University of Sydney. If a family of five switched half their clothes to wool it would save an Olympic size swimming pool of landfill and save them money.
FACT THREE
Wool is good for your skin: Try softer fabric – not fabric softener.
Put down the moisturiser and wear wool. Research shows that far from irritating dry skin, wearing wool can soothe it with a third reduction in dry skin and irritation. Smalls have a superfine Merino wool collection, which is irritation free on even the most sensitive skin and is five times finer than a human hair.
FACT FOUR
Wool can be invisibly repaired: A hole new approach to mending your woollies.
The secret service: Got a hole in your favourite wool jumper or tailoring? Don’t despair, many high-end manufacturers offer an ‘invisible’ mending service including John Smedley, Walker Slater, Brora, Savile Row Tailors, Pringle and more recently Finistere.
FACT FIVE
Wool really is the fabric of Kings and Queens: Superior for the posterior!
Leather seats used to be a byword for luxury and opulence but now those in the know will only sit on wool. More comfortable and breathable, wool is less squeaky, slippery and sticky, luxury automotive brands are fitting wool, and so are first class cabins in planes.
Alice Nichols, Account Director, alicenichols@thisismission.com
Amy Cadden, Senior Publicist, amyc@thisismission.com
About The Campaign for Wool:
The Campaign for Wool was launched in 2010 to educate consumers about the benefits of wool, promote wool-rich products to a national audience and help to support and grow the wool industry. Run by a coalition of industry groups convened by HRH The Prince of Wales, the Campaign works to engage consumers through exciting fashion, interiors, artisan and design lead activities centering around Wool Week each year.
The Campaign for Wool is jointly funded by some of the largest woolgrower organisations in the world. Key nation partners include the British Wool Marketing Board, Australian Wool Innovation/The Woolmark Company, Cape Wools South Africa and Campaign for Wool New Zealand. All have shown incredible support and contributed to the global success of His Royal Highness’s Campaign for Wool since its inception.
About AEG:
About the Electrolux Group: Electrolux is a global leader in home appliances and appliances for professional use, based on deep consumer insight. We offer thoughtfully designed, innovative and sustainable solutions, developed in close collaboration with professional users. The products include refrigerators, ovens, cookers, hobs, dishwashers, washing machines, vacuum cleaners, air conditioners and small domestic appliances. Under esteemed brands including Electrolux, AEG, Zanussi, Frigidaire and Electrolux Grand Cuisine, the Group sells more than 60 million products to customers in more than 150 markets every year. In 2015 Electrolux had sales of SEK 124 billion and 58,000 employees. For more information go to www.electroluxgroup.com.
Dispelling the Wool Myths:
The Campaign for Wool has highlighted the common myths people associate with wool and dispelled these popular misapprehensions with the truths around the natural fibre. The most common myths include that wool is high maintenance, expensive to buy, uncomfortable to wear, unhygienic and too warm to wear in the summer. These have been debunked with facts that wool is easy to care, requiring less washing than other dominant apparel fibres and generally have a much longer life, making wool the perfect investment. Finer micron wools are soft to the touch and can be worn next to the skin, whilst wool’s natural breathability properties make it ideal for warmer climates, as well as performance and activewear products.