Campaign for Wool heats up in Japan

26 November 2012

The Campaign for Wool began its second year in Japan with a partnership between two prestigious fashion retailers – Mitsukoshi and Matsuya – in the heart of Tokyo’s premier shopping district.

Mitsukoshi and Matsuya had window and in-store displays, promoting the Campaign for Wool.

Under the banner ‘Warm Up Ginza’ the competing department stores displayed woollen products in the storefront windows, with Mitsukoshi displaying knitted products whilst Matsuya highlighted woven products.

Joining forces with Ginza fashion Week, the Campaign for Wool celebrations ran from October 17 to 23, with an official opening event kick-starting the festivities.

A mini-fashion show was held and conducted by Mitsukoshi and Matsuya retail staff wearing woollen products available in-store. More than 100 people watched the latest trends in woollen fashion at this event, along with four TV programs, 11 newspapers and five web media outlets allowing the Campaign for Wool’s key messages to be relayed to the greater public.

Country manager for The Woolmark Company Japan, Toshiya Inoue, said the public’s reaction to the event held in Ginza Centre Street was an overwhelming success.

“Despite the chilly morning, everyone seemed to be fascinated with the woollen displays and fashion show,” Mr Inoue said. “High-profile brands such as 23-ku, Untitled and Gotairiku also threw their support behind the Campaign for Wool.

“The Woolmark Company supported Mitsukoshi and Matsuya conduct the in-store displays, development of flyers and purchasing advertisements in newspapers to highlight wool products recognised as the ‘right’ products to buy by consumers in the most prestigious fashion area.”

There were subsequent events after the opening ceremony including giveaways for purchases more than JPY 20,000 as well as a stamp rally called Find A Sheep – where participants visited various locations, collecting rubber stamps and learning about wool’s properties along the way.

Womenswear Manager for The Woolmark Company in Japan, Kazunobu Hirayama, attended a radio broadcast for a regional program and spoke about the benefits of wool for 30 minutes.

Tokyo also played host to the Tweed Run which was held in the popular shopping district of Shibuya. The Tweed Run Tokyo is part of Mercedes Benz Fashion Week, with The Woolmark Company being one of the partnering sponsors.

Held on October 20 the Tweed Run Tokyo welcomed 150 participants donned in tweed jackets on vintage bicycles, riding for 10 kilometres throughout Shibuya.

“We even had some special guests from the Tweed Run London,” Mr Inoue said. “United Arrows ex-executive Mr Kurino was the chief organiser of the ride – and with United Arrows being one of Japan’s strongest clothing company’s Mr Kurino was able to draw in many key industry partners such as weavers and apparel representatives.

“Following the 10 kilometre ride, a typical English tea was served and The Woolmark Company awarded prizes for the best dressed participants.”

Now in its third year, The Campaign for Wool, of which HRH Prince of Wales is a patron, is being celebrated on an unprecedented global scale, with more countries than ever before creating their own program of activity to celebrate ‘Wool Week’.

The Campaign for Wool was launched in 2010 to educate consumers about the benefits of wool and promote wool-predominant products to an international audience to help support and grow the wool industry. Run by a coalition of industry groups convened by HRH The Prince of Wales, the campaign works to engage consumers through exciting fashion, interiors, artisan and design activities centring around Wool Week each year.

Visit for more information on the global Campaign for Wool.