John Lewis X WATG

This year Wool and The Gang have teamed up with British retailer John Lewis with adorable campaign stars, penguins Monty and Mabel, to help give someone the Christmas they’ve been dreaming of!

Christmas isn’t Christmas without a heart warming John Lewis advert. This year was sure not to disappoint with the tear jerking story of penguin Monty’s search for love, which has all our Gangstas hooked. We have been lucky enough to be invited to collaborate with Emma Davidge from Chameleon Visual, who is the wonderful woman responsible for the magical Oxford Street and Peter Jones store window displays.

After our Knit Kits were featured in John Lewis’s top 100 gift guide Emma fell in love with our soft and warm wool, and asked us to create a woollen wonderland in its flagship Oxford Street and Peter Jones windows. And of course we said yes! We were even more excited to find out that our window came with a group of cute and cuddly, yet unfortunately not real, penguins.

Our Gang Members set to work on the installation, knitting up penguin sized Zion Lion hats,  super soft scarves and snoods, and unique festive versions of our favourite chunky jumpers! We even gave our penguins balls of our much-loved Crazy, Sexy, Wool as well as Knit Kits and extra pairs of our chunky 25mm needles to keep them busy over the holiday season. 

We wanted to make sure our Penguin Gang looked cozy and cool for Christmas. Making magic was our Creative Gang who made sure Monty, Mabel and their friends were styled to woollen perfection in a selection of our best hand-made knitwear. Our gang also worked late into the night to make sure our penguin playground was picture perfect! On hand to help capture the moment was photographer Melvyn Vincent.

The entire Wool and The Gang team went to see the magic moment of our big reveal. Just after Oxford St started to sparkle with Christmas lights, the wrapped up penguins were presented to excited crowds of shoppers. We don’t think it will take penguins Monty and Mabel long to find love in our Crazy, Sexy, Woollen sweaters!















Behind the scenes photographer: Melvyn Vincent










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