The Woolmark Company has once again joined forces with Savile Row to present 'The English Gentleman' in lightweight Cool Wool outfits.
Now in its fourth season, the initiative for London Collections: Men continues to enable Savile Row tailors and the gentlemen's houses of St James's to present their finest collections, in the most iconic and exclusive settings in London.
This Spring/Summer season, "The English Gentleman" is on a mission to prepare for his holiday.
We view the different facets of British men's style during the preparation for his travels abroad, as he and his friends meet up to discuss the forthcoming trip and he enhances his travel wardrobe with bespoke key Merino wool items from the tailors of Savile Row. The tailoring represents a powerful combination of beautiful materials - principally Cool Wool - and first class craftsmanship.
Delivering a Spring/Summer message of 'Wool is Cool for Summer', a series of images and film have been created by leading director Sean Thomas to remind consumers of the versatility, drape and softness Merino wool has in lightweight fabrics and knitwear.
Actor Ed Stoppard - famous for playing Sir Hallam Holland in Upstairs, Downstairs, and Bridey Flyte in Brideshead Revisited - and 'friends' star in the images and film.
The English Gentleman images and film celebrate the authentic English approach to menswear, highlighting lightweight Merino Wool yarns, fabrics and garments produced by some of the world’s most prestigious manufacturers and tailors.
Made from incredibly fine and lightweight Merino wool fibres, the garments made from Cool Wool are the must have items for Spring/Summer and warmer climates.
The items in the film show the true versatility of Merino wool and its abundance in garment uses, richness in colour and textures. They include:
a multi pocket and versatile travel jacket - by Holland and Holland - in Holland and Sherry wool fabric
a lightweight Cool Wool dinner suit by Henry Poole in Charles Clayton fabric
wide leg Scabal Cool Wool trousers in the season’s bright colours by Kathryn Sargent
a navy blazer by Richard Anderson; and
a cream suit with patch pockets by Anderson and Sheppard.
Rob Langtry, Chief Strategy and Marketing Officer at The Woolmark Company says the collaboration seeks to raise awareness of Merino wool’s natural performance properties and versatility across the seasons and product categories.
"We highly value our collaboration with Savile Row in producing 'The English Gentleman' each season," he says.
"It highlights the craftsmanship and heritage associated with this sector of the menswear industry, bringing the tailors and Merino wool to the forefront of the global fashion arena and international press.
"The importance of Savile Row never diminishes and in recent years has increased its popularity and the influence of fine tailoring on key global markets including the USA, Japan and China."