Wool Care Takes Centre Stage

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Wool Care in Covent Garden  

Wool Week UK marks its ninth year by tackling careability, with an interactive pop-up installation in Covent Garden, 11-12 October 2018.

Visitors will have the opportunity to interact with retailers and industry experts through a Meet the Wool Gurus series, a line-up of activities, demonstrations and initiatives designed to inspire and educate on the best ways to care for wool, with guests given wool overalls to wear and encouraged to partake in live art experiences, tackling common stains found in the home from coffee to red wine.

The pop-up installation will feature wool-covered furniture, carpets and garments, and fitted with AEG washing machines.

“Trust is a major issue when it comes to cleaning precious wool garments, but AEG’s groundbreaking technology makes it easy to care for your treasured knitwear during the washing and drying process," said Chris George, Head of UK and Ireland Marketing at AEG. "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."

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. The full schedule for Wool Week 2018 will be announced in the next month with a detailed breakdown of activities, exhibition details, public workshops and retail partner initiatives.

Numerous retail partners and brands will participate in Wool Week UK including Brora, Jack Wills, Hackett, Vivienne Westwood, Marks & Spencer, John Smedley, Walker Slater, Hobbs, Finisterre, Johnstons of Elgin, DAKS and Smalls, Brintons, Harris Tweed, Axminster, Alternative Flooring, Abraham Moon & Sons, Headlam Group and Brockway. British brand Brora and founder Victoria Stapleton has designed a limited-edition wool sweater exclusively for the campaign.

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