_DSC0481[David Gandy] [Image credit Luca Meneghel]

Yesterday The Campaign for Wool marked the beginning of UK Wool Week 2015, partnering with some of the world’s most prestigious tailors, menswear brands and cloth producers.

The London public saw two sheep breeds grazing the length of Savile Row alongside a tableau of models in a presentation to promote wool as the cloth of choice for menswear.

_DSC9604[Image credit Luca Meneghel]

It was one of the largest public events for UK Wool Week 2015 took place on a grassed over Savile Row with two flocks of sheep grazing in the heart of men’s luxury bespoke tailoring in London. Visitors were welcomed to the open tailoring houses to learn how wool fabric from the leading producers in the UK, Europe and Japan is us ed by the British tailoring industry.

_DSC9969[Image credit Luca Meneghel]

The iconic street was transformed into a green past ure and closed to traffic while Bowmont Merino and Exmoor Horn sheep grazed along The Row, shepherded by Alex James, the Blur bassist and farmer, along with Nicholas Coleridge, Chairman of The Campaign for Wool, whose patron is HRH The Prince of Wales.

_DSC9863[Image credit Luca Meneghel]

With barns at either end of The Row, the focus was on the landscapes of the main wool growing countries, Australia, New Zealand, South Africa and the UK.

Murdock London, the men’s groomers, partnered with The Campaign for Wool to create a ‘Shearing Shed’ offering a menu of sheep-inspired grooming treatments, as a street sty le photographer from British GQ snapped visitors on The Row in a ‘wool street style’ report age of the best dressed men in London.

Campaign For Wool Kicks Off Wool Week 2015 With 'Sheep On The Row'[Photo by Tristan Fewings]

The ‘live’ model presentation brought together by leading wool mills, Savile Row, West End and London City bespoke tailors showcased over 25 bespoke menswear outfits and demonstrated the versatility that is found in wool. Each tailoring house partnered with a wool fabric mill in creating contemporary bespoke menswear key pieces for AW15.

The garments were accessorised by the gentlemen’s houses of Mayfair and St. James’s, and Globe-Trotter who supported the ‘Traveller’ theme with some key bespoke wool/leather travel pieces. Members of the public saw the intricate processes involved in transforming wool from the fleece through to fabric, immersing themselves in the values of The Campaign for Wool.

LONDON, ENGLAND - OCTOBER 05: Nicholas Coleridge and Alex James join Bowmont Merino and Exmoor Horn sheep grazing the length of Savile Row to mark the launch of Wool Week 2015 with 'Sheep on the Row' on October 5, 2015 in London, England. (Photo by Tristan Fewings/Getty Images for The Campaign for Wool) *** Local Caption *** Nicholas Coleridge; Alex James[Nicholas Coleridge and Alex James] [Photo by Tristan Fewings]

Alex James said: “I think this is a great way to highlight the natural, environmental benefits of an age old fibre – wool, and what a lovely thing it is to wear.”

Nicholas Coleridge added: “The reason this campaign has been such a knock-out success is that it has everything the consumer wants – wool is comfortable, breathable, sustainable and biodegradable; it ticks every box. It is also lovely to wear and great value.”

Consumers looking for value with a measurable element of sustainability have began to see wool as an attractive alternative. The natural, bio degradable and renewable qualities of wool have been demonstrated and witnessed by many during the course of the campaign. No other fibre has similar attributes.

Campaign For Wool Kicks Off Wool Week 2015 With 'Sheep On The Row'

[Photo by Tristan Fewings]

According to Mintel figures released in June, the men’s clothing market has seen sales rise by 22% in the last five years to reach £13.5 billion in 2014, growing at a faster rate than womenswear. This has been driven by a growing interest in men’s fashion and more retailers expanding into menswear.

This year, sales of menswear are set to reach £14.1 billion with 27% of male shoppers showing a preference for purchasing British clothes, shoes and accessories. The market has been bolstered by men’s interest in their appearance and their tendency to wear branded clothes more than women.

Wool Week started in 2010. From 5th– 11th October, Wool Week will see over 100 retailers and many leading fashion, interior and craft brands from across the UK unite to highlight the innovative ways in which wool is used. Over the course of seven wool-filled days, the public will have the opportunity to participate in an exciting line-up of activities taking place across the country.

For more information about The Campaign for Wool please visit: www.campaignforwool.org