‘O.T.T.’, Shredded Hoodie, Flash Jack….

‘O.T.T.’, Shredded Hoodie, Flash Jack….

These are just some of the names 12 of New Zealand’s top fashion designers have given their wool ensembles, which will be showcased at Shear Brilliance.

Shear Brilliance, an exhibition-style invite only cocktail event, marks the launch of The Campaign for Wool in New Zealand, Friday evening June 10t,h in Wellington.

“It is a night reflecting on wool’s tradition and anticipating its exciting future, says Philiippa Wright, Committee Member, The Campaign for Wool New Zealand.

Top New Zealander designers - Zambesi, NOM*D, State of Grace, Sabatini, Jimmy D, Liz Mitchell, Andrea Moore, Robyn Mathieson, Mild Red, Deborah Sweeney, Swanndri and Untouched World will join Wool Ambassadors Lloyd Morrison, Stephen McDougall, Paul Avery, Elisabeth Findlay and Mary-Annette Hay to help get the messgae out to New Zealanders and consumers around the world about just how fantastic wool is, in all its forms.

Elisabeth Findlay, is The Campaign’s Wool in Fashion Ambassador.

The brief to the designers was to create their contemporary, future interpretation of the iconic black wool shearers singlet – art gallery style. ‘O.T.T.’ is Zambesi’s ensemble.

“’O.T.T.’ - with 13 layers (including wool jersey, wool suiting, wool gauze, wool felt, wool lace) the iconic Zambesi singlet takes the black wool shearers singlet out of the woolshed into a world of structured simplicity and endless imagination,” says Elisabeth Findlay, Zambesi.

Included in the exhibition will be 35 wool surprise and delight items from art to architecture; from the finest wool lace to the latest felted wool yarn rugs.

Wool is a performance fibre, a natural moderator of temperature, a safe choice given its natural flame retardant qualitites (the ignition point for wool is 600 degrees celcius – it doesn’t melt or stick to the skin) and a natural, sustainable choice, to-boot. Its distinctive crimp means it won’t crush or flatten so looks better for longer whether used in fashion or living environments.

“We want people to be reminded of the virtues of wool again,” says Stephen Fookes, New Zealand Representative, The Campaign for Wool.

Breakfast and lunchtime crowds on Friday 10 June will see the country brought to the city with shearing demonstrations at the Wellington Railway Station/Midland Park (weather allowing), lead by world titled shearer Paul Avery, blade shearer Tony Dobbs and MP Colin King, as well as Lambs on Lambton Quay.

John Thorley, Global Chair of The Campaign, can’t express strongly enough the global opportunities a campaign like this offers New Zealand.

“A global campaign of this kind, really does put New Zealand on the giant’s shoulder of opportunity. It’s the collaboration of three key countries at the helm of this Campaign to educate the world about wool that makes this campaign different to any that has gone before it. It is an “And” campaign not an “Or” campaign. Educate consumers around the world about the virtues of wool ‘And’ once consumers prefer wool in ‘that’ … whether ‘that’ is carpet, apparel, interior furnishings, insulation or bedding… then manufacturers and retailers of wool products have a ready market of global proportions, and that has to be good for everyone,” says Mr Thorley.

Massey University’s Institute of Design for Industry and the Environment at Massey University is a supporter of The Campaign for Wool.

“We are privileged that the launch for the Campaign for Wool New Zealand is being held at the College of Creative Arts and includes exhibits from our designers. At present we are developing a 5 year plan of research and design development across disciplines of fashion, textile , industrial and spatial design including international exhibitions to showcase the potential that this regenerative natural fibre – wool - provides.” Says Deb Cumming, Head of Fashion, Massey COCA.

The Campaign for Wool is a global, cross-industry initiative convened by HRH the Prince of Wales. Over five years, the Campaign will combine the efforts of the leading wool organisations, industry associations and the textile industry across the world in helping to support sheep farming as an industry and the textile community internationally.

Partnered by New Zealand, UK and Australia, The Campaign is focusing on reintroducing the wonderful properties of wool to today’s generation, many of whom think a ‘fleece’ is anything but wool. A perception we want to change with the education focus to this campaign.

New Zealand’s launch follows on from its sister events in Australia in March this year and the United Kingdom in October 2010. All are part of The Campaign for Wool, an initiative instigated by His Royal Highness The Prince of Wales, with the aim of reigniting a passion for the wonders of wool around the globe.

The signature event for the global Campaign for Wool in 2011 is an international exhibition at the prestigious art gallery and auction house La Galleria in London’s Pall Mall.

About The Campaign

The Campaign for Wool is a global initiative that aims to bring wool back into fashion and to highlight it as a fibre that is an eco-friendly and durable option to cheaper and more disposable alternatives.

Patron of the campaign, HRH The Prince of Wales, who himself is the United Kingdom’s most significant sheep farmer, launched the initiative in September 2010 with a Wool Week in Saville Row, London.

Research commissioned by the Prince suggested that wool and its outstanding characteristics had been forgotten due to the rise in popularity of synthetic fibres and the rush to embrace all things new.

As a serious environmentalist, the Prince believes that the natural, sustainable and highly technical abilities of wool can offer fashion, interiors and the built environment a host of superior benefits, while helping to care for the planet.

The Campaign for Wool brings together farming and textile industries with wool organisations from across the world.

Supported by New Zealand, the campaign is working to reintroduce this wonder fibre to today’s generation by promoting the benefits of wool – such as being flame retardant, sun safe, breathable, biodegradable, as well as natural and renewable.

In promoting these benefits, we are seeking to get people talking about wool again; so that when purchasing decisions matter, people choose wool.
The Campaign for Wool will run for five years.

A major focus in 2011 is the launch into New Zealand, on Friday 10 June.

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