Wednesday, October 9, 2013

Brett Lee bowled over by Wool at WIFW SS 2014

The Woomark Company announced a partnership with Artisans of Fashion- a social enterprise intended to bring together international designers and Indian artisans to help ensure that traditional techiniques, skills and crafts of the artisian community are not lost to future generations. The partnership witnessed the engagement of former Australian cricketer Brett Lee and the Panchachuli Women Weavers of India to produce the collection of Woolmark- Certified 100 percent Australian Merino wool scarves.

The Brett Lee Six Stitcher Series was officially launched at Wills Lifestyle India fashion Week Spring/Summer 2014, which provided a great platform to the cricketing legend to highlight the association of his icon with the Woolmark brand in the Indian market.

While most people know Brett Lee as a cricketer, he has many other interests apart from crick, which includes music and fashion and in particular his love for India. having travelled to India many times during his cricket career, Lee is humbled by the country and its people, who gave him so much to be thankful for.

As an ambassador for the Artisans of fashion, Brett was keen to be a part of the collaboration with the Woolmark Company and the Panchachuli Womens Weavers in  the Himalayas, he saw this as an opportunity to his stature and creates a brand that would resonate in India and provide a platform that can be leveraged for the greater good.