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Wool Week 2015: Wool in Fashion

As Wool Week draws to a close, we thought we would take a moment to look back at what a week it’s been! Every year Wool Week presents a fantastic opportunity to collaborate with designers, exhibitors, students, retailers and enthusiasts to showcase one fantastic fibre – wool.

The response has been overwhelming this year at all of our events and, with three new films showcased across our networks, we hope we’ve brought many a smile to the faces of all those who weren’t able to celebrate with us in person. Make sure you watch all three feel-good films: Braaad Pitt, The Sheep of the Year Awards and No Sweat.

Here are some of the highlights from wool in fashion for Wool Week 2015:

The AW15 Edit

Our partner brands and fashion retail supporters got involved by selecting some of their finest woollen pieces for our AW15 edit. We were particularly proud to see a selection of hero products showcased in YOU Magazine,, GQ and Telegraph Magazine.

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For the shoot, we partnered with celebrated stylist Luke Day, who showcased the versatility of wool within fashion, handpicking an eclectic selection of pieces from established designers Abraham Moon & Sons, Anderson & Sheppard, Barbour, E.Tautz, Finisterre, Harris Tweed Hebrides, Holly Fulton, Jaeger, Jigsaw, Marks & Spencer, Pringle of Scotland, Topshop and Topman and Wool and the Gang. In addition to the creation of stunning fashion photography by Nick Leary, our film ‘The Love of Wool’, featuring models Devon Windsor and Adam Butcher, captured the journey of wool across the  borders of Scotland.


Film Nick Leary Productions

Savile Row – Sheep on the Row 

British GQ, Murdock London, 25 tailors and 28 wool manufacturers and merchants and 30 Bowmont Merino and Exmoor Horn sheep joined us on Savile Row as wool played the starring role in a celebration of luxury menswear to launch Wool Week 2015.

Whilst the weather took a distinctly autumnal turn, it proved the perfect setting for wool and the crowds came out in droves to support the work of the tailoring houses and the message of the campaign – Live Naturally and Choose Wool. Read all the highlights from the day here in our dedicated post.

Brand retail activity

Wool Week Map Web

We’d like to thank all of our retail partners and supporters who got involved across the capital in celebrating wool in their collections.

The Wool This Way Map was our guide for ‘Wool Night Out’ – late night shopping with a difference. Retailers and brands joined the festivities on Thursday evening from exclusive discounts on woollen product to some rather braaalliant in-store activities. You also couldn’t miss the fabulous windows taking pride of place in high street stores across London. Seen below are a selection of our favourites from retailers Austin Reed, Dashing Tweed, Walker Slater, Barbour, Caroline Charles, Hackett, DAKS, Smalls at Selfridges and Wool and the Gang at Topshop, Oxford Circus.

And it doesn’t stop there – why not make the most of the weekend and head to some of the below events happening across central London:

Hackett London 

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A bespoke window display on Regent Street showcasing the brand’s AW15 ‘Sheep Shape & London Fashion’ collection in collaboration with Fox Brothers & Co. Discover how wool inspired the collection in our Incrediwools series. Pop in and enjoy an exclusive Wool Week Beefeater gin and tonic served in-store – just don’t forget to raise a toast to wool as you enjoy it.

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Smalls at Selfridges

Skin loving childrenswear brand Smalls celebrated Wool Week with a pop-up at iconic London department store, Selfridges. You can pop on down and meet founders Cat and Emma, preview their AW15 Merino collection for kids aged 2 – 12 and receive free personalisation with purchase. Find out more about Smalls in our interview with Incrediwools Cat and Emma.

Austin Reed

Austin Reed pulled out all the stops at their store on Regent Street, with an exclusive Wool Week section in-store, including their very own sheep!

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Wool and The Gang at Topshop

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Say hello to Wool and the Gang this weekend, one of our Wool Week Incrediwool’s, at Topshop HQ on Oxford Street where they’ll be selling their Knit Kits and ready to woolly exclusively for Wool Week. They also joined the fun on Woolly Hat Day in support of the Mission to Seafarers charity, creating their very own pattern for users to download.


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Visit surf and outdoors brand Finisterre to discover their latest AW15 wool collections including new wool denim jeans, Bowmont jumper and beanie and HD wool insulated parkers. The brand also launched an exclusive comb with one of our top brands of the moment, Solid Wool. Chosen as part of our Incrediwools series, discover founder Tom Kay’s inspiration behind an exclusive partnership with Lesley Prior, guardian to 250 Bowmont Merino sheep.


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Barbour’s exclusive Wool Week display in their Covent Garden store, part of a nationwide Wool Week campaign.

Walker Slater 

If your roaming around Covent Garden this weekend, do pop into tailors Walker Slater, who have a fine selection of wool garments, as well as their very own Wool Week display.

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Dashing Tweed

Dashing Tweed put on a fine display for Wool Week at their store in the heart of Savile Row.

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DAKS joined in the festivities with a wool-focused window display, highlighting their pick of key pieces for AW15.

Caroline Charles

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Caroline Charles pulled out all the stops for the brand’s Wool Week window display at its Knightsbridge store.

Keep up to date with the final days of Wool Week over on Facebook and #WoolWeek on Twitter and Instagram.

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