Organised by agency Captive Minds, the 11-mile inaugural Wool Ride took cyclists past London’s major tourist sites including Buckingham Palace and Westminster, several of the campaign’s retail partner stores and areas such as Jermyn Street which are famous for their support of the wool trade. Riders were encouraged to don their finest wool garments such as jumpers, tweed suits and sheep-style onesies.
The course began and ended at an open site in Potters Fields, near Tower Bridge. Here, a pop-up celebration of both cycling and wool took place, featuring a Woolen Cycle Workshop, which let cyclists give their bikes a wool-based makeover, a knitting workshop, a DJ and an interactive loom, which was provided by British fashion house Daks.
Look Mum No Hands, an east London cycling workshop and café, provided free bicycle servicing and maintenance, as well as running competitions such as Pump-Off, which saw guests compete to burst a small inner bicycle tube.
The pop-up’s focal point was a large marquee that provided a seating area for tired cyclists. This was decorated with white carpeting, woolen furnishings and bunting created from hand-knitted mini cycling shirts.
Julian Staveley, client services director at Captive Minds, said: "This weekend’s inaugural Wool Ride proved a big hit with everyone, providing a fantastic, fun event while achieving the main objective: to celebrate the unique versatility of wool as a renewable and bio-degradable product.
"By delivering a safe and successful cycle ride around the streets of London, and great entertainment for hundreds that attended Potters Fields, Captive Minds has again shown its in-house capacity for high-calibre logistics and event delivery."
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