Gieves & Hawkes partners with Woolmark in China

Savile Row tailor Gieves & Hawkes has announced a partnership with Woolmark Gold, a seal of approval granted by the Woolmark Company for the Chinese region. Launched in China in 2011 by Australian Wool Innovation, owners of The

Woolmark Company, the Woolmark Gold symbol guarantees that the standard of cloth or fabric used is made of one of the world’s finest natural fibres.

Gieves & Hawkes, founded more than 300 years ago is known for using the finest materials, and it is one of the first luxury goods brands to partner with Woolmark Gold due to its growth in the region. The tailor opened its first store in Shanghai, mainline China 10 years ago, and since then it has expanded its presence to more than a 100 stores in the country, and is planning to open more in the region to cater to China’s increasingly luxury goods market.

Gieves & Hawkes managing director, Ray Clacher describes the affiliation with Woolmark Gold as a natural fit: "Our company has a longstanding tradition of craftsmanship, selecting only the finest fabrics available in the world. The Chinese consumer demands the real thing and Woolmark Gold gives us a genuine seal of approval."

There is a strict criteria to qualify for the Woolmark Gold and the British tailor must use cloth or fabric made of only new Australian Merino wool with a fibre thickness of no more than 19.5 microns, which is 43 percent less than the average human hair. Additionally, it must have been woven or spun by one of a select group of just 12 British and European Woolmark Gold-accredited weavers and spinners.

Gieves & Hawkes sign up to Woolmark scheme in China

The Woolmark Company chief strategy and marketing officer, Rob Langtry said: "The market for luxury apparel in China has been expanding rapidly and consumers are looking for true quality at this level of the market. Working with our European partners, the Woolmark Gold program combines the superb qualities of 100 percent natural Australian Merino wool with the historical skills of weaving exceptional cloth.

"Gieves & Hawkes are a highly valued new partner. Their Savile Row heritage, unique design and finish skills and excellent customer service make this a very attractive partnership for China consumers who are discerning in their taste and investment in quality. As the Woolmark Gold program expands, we expect Gieves & Hawkes to set the 'gold standard' for a unique and valuable customer experience."

To celebrate the partnership and to further raise awareness of the brand in the region, Gieves & Hawkes has produced a co-branded film ‘A Link Through Time’ shot by Oscar-nominated British director, Mike Figgis to showcase the brand’s new range the Royal Line.