During Wool Week 2018 Wool Care, an interactive pop-up will be live in Covent Garden, London, on 11th and 12th October. The installation will consist of two 20ft long and 8ft wide containers, decked with wool-covered furniture, carpets and garments, and fitted with AEG washing machines showcasing how easy wool is to care for in a captivating way. The containers will highlight the versatility and innovative ways in which wool is used across different industries and applications.
Visitors will have the opportunity to interact with retailers and industry experts through a Meet the Wool Gurus series, a line-up of activities, demonstrations and initiatives designed to inspire and educate on the best ways to care for wool, with guests given wool overalls to wear and encouraged to partake in live art experiences, tackling common stains found in the home from coffee to red wine.
The Campaign for Wool has collaborated with retail partners and brands from Brora and Jack Wills to Hackett, Vivienne Westwood, Marks & Spencer, John Smedley, Walker Slater, Hobbs, Finisterre, Johnstons of Elgin, DAKS and Smalls, Brintons, Harris Tweed, Axminster, Alternative Flooring, Abraham Moon & Sons, Headlam Group and Brockway. British brand Brora and founder Victoria Stapleton has designed a limited-edition wool sweater exclusively for the campaign.
Chris George, Head of UK and Ireland Marketing at AEG has shared that “Trust is a major issue when it comes to cleaning precious wool garments, but AEG’s groundbreaking technology makes it easy to care for your treasured knitwear during the washing and drying process. During Wool Week we will help bring the ‘Careability’ message to life, demonstrating how our innovative AEG appliances are the ultimate guardians when it comes to delicate woollens”.
The Wool Week Calendar of Events is available on the Campaign for Wool website at http://www.campaignforwool.org/event-item/uk-wool-week-3/