Women’s Wear Daily
04.24.2014
fashion-scoops
fashion-scoops

Wolsey Launching Performance Activewear

Wolsey, the British heritage men’s wear brand, is adding performance activewear to its repertoire for fall 2014.

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WOLSEY ON THE FIELD: Wolsey, the British heritage men’s wear brand, is adding performance activewear to its repertoire for fall 2014.

The launch represents a revival of Wolsey’s Sportsman line, which debuted in the 1930s with golf-wear, tennis sweaters and swimsuits. The firm’s sports heritage stretches as late as the 1970s, when Wolsey outfitted several British soccer and cricket players and as early as 1911, when Robert Falcon Scott wore Wolsey’s thermal, breathable underwear during his South Pole expedition.

“After the success of Sportsman in the 1930s, it seemed like a natural progression to design a collection that evoked my passion for adventure and the great outdoors,” said Jamey Hargreaves, chairman and creative director of Wolsey. The new collection includes pieces such as padded nylon bomber jackets and leather camouflage print field jackets, through to rugged fisherman sweaters and check shirts. Many of the garments incorporate Invista’s Thermocool fiber, which helps to regulate body temperature.

To mark the collection’s launch, Wolsey has appointed a number of new ambassadors for the brand, dubbed “pioneers,” who Hargreaves said were chosen to “champion Wolsey’s spirit of adventure.” They are Alex Hibbert, the 27-year-old British polar explorer; professional golfers Tom Lewis, Robert Rock and James Heath, and Johan Lindeberg, the fashion designer who also serves as a design consultant to Wolsey. They will all offer their design input into Wolsey’s sports collections and take lead roles in the label’s next advertising campaign, which will launch in July. In addition, Lewis, Rock and Heath all wore Wolsey apparel when they competed at the Abu Dhabi HSBC Golf Championship earlier this month, while Hibbert is wearing Wolsey apparel as he undertakes his training sessions in the North Pole this winter.

The new collection is priced from 35 pounds, or around $58, for a T-shirt and run to 400 pounds, or around $664, for a jacket. The collection was shown at last week’s Golf PGA show in Orlando, Fla., and will also be shown at London’s Jacket Required show, held at east London’s Old Truman Brewery Feb. 5 and 6.

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