Historic London store to be wrapped in broad wool
Friday, 27 July 2012 12:15

wool londonGrowers of broader micron wool from around Australia are being invited to be a part in the latest Campaign for Wool initiative; to wrap the historic London Harvey Nichols store in wool.

Following on from the popular Fit for a Prince project where woolgrowers donated a small amount of wool to dress Prince William, broader micron woolgrowers are now being invited to be directly involved in the marketing of their fibre by donating wool to wrap the historic three-storey Knightsbridge building in brightly coloured wool yarn.

For the third year in a row, the Campaign for Wool’s Wool Week activities will be creating a spectacle in London, this time with a traffic-stopping, outdoor wool display.

Wool Week 2012 will see Harvey Nichols partner with The Woolmark Company to wrap the store in over-sized, brightly coloured wool yarn. Weaving in and out of windows and around the landmark building on the busy Knightsbridge, the yarn will be joined by a pair of huge knitting needles to create an eye-catching display.  It will be in place for two weeks starting October 15th and lit up at night in London’s most fashionable and exclusive shopping district.

Harvey Nichols is one of the world’s leading premier fashion retailers, renowned both in the UK and internationally for the breadth and depth of its exclusive fashion merchandise. It offers many of the world’s most prestigious brands in womenswear, menswear, accessories, beauty and food. www.harveynichols.com.

The giant yarn will be created from carefully made wool top, made by international wool supplier H. Dawson. The yarn will be treated and dyed to ensure it remains waterproof and looks stunning throughout the entire week - no matter what the weather.

Mr Jo Dawson, CEO of H. Dawson says, “The Campaign for Wool is an essential global initiative to help raise awareness of wool’s many wonderful natural properties. The fact that the campaign is partnering with Harvey Nichols sends the message to the world that wool is well and truly in fashion”.

In order to achieve this incredible wool scene, the Campaign for Wool is calling on the support of farmers internationally, with the aim of representing each of the world’s key wool-growing regions. Farmers from around the world can help this spectacle by donating fleece wool that will be transformed into combed wool top to be included in this magnificent project. Each donor will have their name included on the Campaign for Wool website and mentioned in the official press materials for the event.

Australian Wool Innovation is grateful for the support of AWH Pty Ltd who have agreed to be the central collection point for donated broad wool fleeces.

www.wool.com