21 September 2010

In early 2009, His Royal Highness The Prince of Wales invited representatives from Commonwealth wool industries, together with manufacturers, retailers and designers, to a meeting at Clarence House to discuss ways of reviving consumer demand for wool.

The Campaign for Wool was launched in January 2010 by its Patron, HRH The Prince of Wales. The Campaign brings together a formidable alliance from throughout the pipeline of farmers through to retailers, all seeking to educate consumers about the natural benefits and versatility of wool.

Details of the campaign were showcased at Premiere Vision, where a new green stylised Woolmark specifically designed for promotional use in the Campaign for Wool featured on the Woolmark Stand and on the stands of over 30 weavers supporting the initiative.

Beginning on October 11th, the UK will be the first market to launch a comprehensive retail campaign with Wool Week. The inaugural event on Monday, the 11th, will be the turfing over of Savile Row, for two flocks of sheep to graze upon. Over 55 UK brands will be supporting Wool Week. In 2011 the Campaign for Wool will be extended into key fashion markets, particularly the USA, France, Italy, New Zealand, Australia, Germany, Japan and Korea.

Stuart McCullough, CEO of Australian Wool Innovation commented, “The Campaign for Wool seeks to educate consumers about the fibre’s unique natural, renewable and biodegradable properties in partnership with wool growers, manufacturers, retailers, and designers. It is excellent to see that so many brands in the UK support the campaign and the sourcing of natural fibres. Our aim is to ensure consumers also make a sustainable choice in apparel and opt for wool instead of synthetics”.

Clare Waight Keller, Creative Director of Pringle, one of the supporters of the campaign, comments, “We felt it was important to support HRH The Prince of Wales in his drive for increasing awareness of the sustainability of wool. From a designer’s point of view, as well as being natural and renewable, wool offers an incredible versatility and softness, which can create some unique shapes and silhouettes, as seen in our Autumn/Winter 2011 collection.”

The Campaign for Wool is supported by the launch of a new global Merino wool fibre education campaign, reminding consumers around the world that there is no finer feeling than wearing Merino. As a natural, biodegradable and renewable fibre, wool exemplifies many of the qualities the Campaign for Wool is focused on. Comfortable, fashionable and long-lasting, wool apparel has long been the favourite of designers but younger consumers, born in an era of “disposable” fashion, know too little about the benefits of wool, and in particular, Merino. This campaign, to be undertaken over the next three years with a range of partners, will encourage consumers to look behind the garment and think about the fibre from which it it
made.

For more information on activity planned in your local market contact your local Woolmark office.

Read a related media release Woolmark and the Prince of Wales sell wool as the natural alternative.

The Campaign for Wool is a five year initiative which will continue to expand globally. Please email campaignforwool@wool.com to become involved.

For further information, visit www.campaignforwool.org.