At the heart of the week was a glossy 76-page WOOL magazine, with all designs – many from Dutch brands with an international distribution – carefully crafted from wool. All products are available in stores as part of the brands’ Autumn/Winter collections.
Photographed against the stunning backdrop of Croy Estate in Aarle-Rixtel, the magazine opens with an outdoor series of shots called ‘Live Naturally & Choose Wool’, which shows off models wearing wool apparel on location where the Merino flock of Henricushoeve grazes.
The ‘Wool & Crafts’ section of the magazine gives an insight to the different forms of craftsmanship tightly connected to wool – with photographs showing carding, spinning, yarns, weaving, knitting, felting, dying and embroidery. Perhaps you’ll be inspired to pick up some wool yarn and knitting needles yourself!
‘The Many Faces of Wool’ section highlights the diversity of this natural fibre. From underwear to tuxedos, sportswear to high-end fashion, and everything in between, wool has many faces and is a comfortable choice for every moment of the day. Wool has the unique ability to keep you warm when it’s cold, yet cool when it’s hot, thanks to its insulating properties. But above all, wool is a beautiful and rich material that cannot be missed in any wardrobe.
In the magazine, there follows interviews with European representatives for International Woolmark Prize 2015/16 , designers Nanna van Blaaderen and Jonathan Christopher who are both from the Netherlands.
36,000 copies of the magazines were distributed to subscribers of ELLE and Harper’s BAZAAR and was available in participating stores and selected areas during Wool Week. But don’t worry if you missed out as it can be downloaded here.
The WOOL magazine cover was quite literally unravelled by designers Nanna van Blaaderen and Jonathan Christopher at a ceremony at the start of the week at Vondel3 in VondelPark, Amsterdam.
About 70 members of the Netherlands fashion industry including the media were present when they unravelled a wool knitted cover from below to the top. The magazine cover became gradually visible for the audience.
During Wool Week, stores across the Netherlands held woolly activities, workshops, demonstrations and giveaways.
AEG asked International Woolmark Prize finalist Nanna van Blaaderen to design a wool bracelet. This bracelet was given away with wool purchases to customers in the stores of Stills Atelier, Bugaboo and Pauw.
Knitting workshops were held by Loopy Mango in the department store De Bijenkorf in Amsterdam and Eindhoven.
Special window displays were held with wool garments by Hackett Amsterdam and Stills Atelier (Amsterdam and The Hague).
There was a presentation of textile designer Mae Engelgeer’s wool collection in the Stedelijk Museum in Amsterdam.
A wool collection by Nepalese manufacturers was presented at Atelier Sukha in Amsterdam.
A special wool presentation by No Man's Land was held in the Linhard store in Amsterdam.