Wool Care in Covent Garden

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Wool Care

Wool Week UK marks its ninth year with a pop-up in Covent Garden 

Designed to dispel the misconception that wool is difficult to take care of, Wool Week UK 2018 showcased "careability" with a colourful installation of AEG washing machines in the heart of London. 

Jeremy Hackett of the men’s wear brand Hackett unveiled the installation on 11 October with his dog Muffin and his Aston Martin, which has bespoke wool interiors.

Other participating retailers included the outdoor apparel brand Finisterre, Merino apparel brand Smalls, luxury Scottish clothing brand Brora.  Over the course of the installation, visitors and passing tourists had the opportunity to meet "Wool Gurus" through 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 British television presenter Pips Taylor.

The gurus include Jeremy Hackett of Hackett, Douglas Cordeaux of Fox Brothers, Patrick Reinhardt of Adidas, Victoria Stapleton of Brora, 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.

IWTO President Peter Ackroyd, who is also 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.”

Chris George, Head of UK and Ireland Marketing at AEG commented, “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. This year’s Wool Week is designed to demonstrate the wonder of wool and dispel myths about how hard it is live with.”

For tips on caring for your wool garments, see our handy guide at www.iwto.org/caring-wool.




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