British GQ collaborates with The Woolmark Company

GQ has announced its collaboration with The Woolmark Company on a digital campaign and photographic portfolio that aims to raise awareness of Merino wool and its use in activewear and sports luxe apparel. 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 the finest in 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. The first episode, live today 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. The full Wool Power shoot can be seen within the January issue of British GQ, on sale today.