Earlier in the year, ashmei founder Stuart jumped on a plane to Australia with his bike to shoot a short film championing the benefits of this natural wonder fibre. Working with the Woolmark Company’s brilliant in-house videography and marketing team, he shot a film to tell the story of how well cycling and running apparel performs in the heat. We are rather proud of this film, which we have called Be Cool In Wool. We hope you like it too.
Stuart says: “It’s incredible really, but we still meet customers who don’t realise that Merino will keep them cooler in hot conditions than synthetics. I think it’s because they relate Merino wool to the jumper they wear in winter. It feels to us that it’s high time for a re-education programme.”
Set on a woolgrower’s farm in New South Wales, the short film features a fictional farmer called Gareth. He’s a keen cyclist and runner who was looking for a way to test the natural Merino wool fibre he produces. Unsurprisingly, the wool performs rather well.