Sir Paul Smith at the launch of his new store in Shanghai and the roll out of Cool Wool across key Asian markets.
This week saw the official launch of the Paul Smith store in the Kerry Centre, Shanghai and the global roll out of Cool Wool in conjunction with the owner of the world's best known textile fibre brand - The Woolmark Company. The roll out of Cool Wool at retail in China, Japan, Korea and Europe follows the collaboration announcement at the end of last year and Sir Paul Smith's ambassadorial role with The Woolmark Company supporting Merino wool for both Spring Summer and Autumn Winter collections. The Jing An Kerry Centre, situated in the heart of Jing An, is a dynamic setting in a distinctive area of Shanghai, creating a perfect stage to celebrate the launch of the store.
Rob Langtry, Chief Strategy and Marketing Officer for The Woolmark Company stated, "With the Paul Smith London Collection offering the British style and heritage demanded by the Asian market, this season focuses on Cool Wool which is key to extending the use of Merino wool across the seasons and provides an education vehicle for consumers. Across Asia, the retail windows have a consistent style including iconic representation of Cool Wool garments and branding. The fabric design and development pays great attention to detail which is extended to the garment styling, which is becoming an anticipated element to the collections from the iconic Sir Paul Smith. The London Collection manufactured with the lightweight Merino wool fabrics offers the perfect performance qualities attributed to Cool Wool and travel suits."
The launch in Shanghai this week focussed on two key events. The first event had Sir Paul Smith presenting 'Hello. My Name is Paul Smith' which offered an afternoon presentation on tailoring, Cool Wool and travel suits to an audience of 130 key media at the Jing An Art Centre, where the art centre was transformed to represent men’s and womenswear fabrics and garments from the Paul Smith SS 14 season and a preview of the AW 14/15 season where wool once again will feature prominently. This was followed by the flagship store opening event showcasing the Cool Wool collection and a special collection created exclusively for the store launch event of 10 limited edition travel suits, manufactured using lightweight Cool Wool fabric in classic navy blue high twist yarns. An extensive co-branded media campaign will run in digital formats as well as traditional print media across global markets to widen the reach of consumer engagement.
The collaboration is a natural fit for both companies; natural fibres, luxury, quality, attention to detail, and an increase in wool's presence across the seasons providing consumers with a consistent fibre all year round.
Sir Paul Smith said, "The Far East has always been very good for me; we now have 265 shops in Japan but we are also selling and have shops in Korea, Singapore, Taiwan, Thailand. This new store in Shanghai in the Kerry Centre, is next to a lot of the international brands so we are very pleased with that. We will be focusing on men’s and women’s clothes, with an emphasis on luxury, which includes of course all the wool suits and the Cool Wool suits which work perfectly in a country like China.
"Cool Wool is perfect for lots and lots of countries because if you suffer from humidity it's going to have a lot of life, and if you are a traveller then a Cool Wool travel suit is perfect for you, because the yarn is twisted really tight, woven really tightly, and when you get up off an aeroplane or a train it just springs back to life, so a travel suit is a very cool thing."
The Woolmark Company, which collaborates with leading names in the global fashion and media industry to position Merino wool as a natural, luxury fibre at the top end of the market, has chosen Paul Smith for a global collaboration to highlight his design philosophy of 'individuality' and affirm the place of Merino wool as a premium, innovative and versatile fibre.
Merino wool is the natural fibre of choice for a spring/summer collection due to its natural breathability, softness, drape, moisture absorption and inherent temperature regulating properties - providing fabrics with luxurious style, shape and elegance.
Paul Smith has a global fashion following, with a particularly strong presence in the Asian and Middle East markets where there is a need for garments that can perform in the heat and regulate changes in temperature from the cool indoor air conditioning systems to the hotter outdoor environment. Smooth, fine and lightweight wools and high twist wool fabrics offer a great look and provide a popular dry and cool handle, ideal when dealing with higher temperatures.
Paul Smith and The Woolmark Company are ideal partners to educate global consumers about the unique natural qualities of wool, not least of which is the natural, renewable and biodegradable aspects of the fibre which is grown year-round by Australia's 70 million Merino sheep.
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