In an exclusive portfolio, ‘Wool Power’, in collaboration with The Woolmark Company, the January issue of GQ pays tribute to the British sporting stars of today.
Photographed by Matthew Shave and styled by GQ’s Fashion Editor Grace Gilfeather, the shoot features sportsmen modelling Merino wool athletic attire, including: cricketer James Anderson in Loro Piana and Michael Kors; boxer Conor Benn in Polo Ralph Lauren; cyclist Mark Cavendish in Armadillo Merino and Z Zegna; rugby player Thom Evans in Mover and Z Zegna; cyclist Chris Froome in Rapha; footballer Alex Oxlade-Chamberlain in Nike; rugby player Chris Robshaw in Nike; gymnast Louis Smith in Balenciaga; and ballet dancer Eric Underwood in Falke.
GQ Video will host three films featuring the sportsmen doing what they do best whilst displaying the power of Merino wool, say the publishers. The first episode, live now on the GQ Video channel, looks at what boxing and ballet have in common featuring boxing champ Conor Benn and the Royal Ballet’s Eric Underwood.
The partnership with Woolmark will also be extended across GQ.co.uk with three native articles, and across GQ’s social platforms.
GQ Publisher Vanessa Kingori says, “This project is another great example of how GQ are creating compelling content by leveraging our influence and strong relationships with notable talent with forward thinking brands. Woolmark have long been close collaborators and have proved the perfect partners for our aspiration to bring this story to life across multiple platforms.”
Stuart McCullough, CEO, The Woolmark Company commented, "It may be a surprise to consumers and GQ readers that Merino wool is used in such a diverse range of products. Especially in active performance wear that has to be super soft next to the skin and can provide the wearer with a competitive edge in terms of comfort, breathability, odour resistance and stretch."
The full ‘Wool Power’ shoot can be seen within the January issue of British GQ, on sale now.
