Increasing consumer demand

Growing concerns regarding climate change, the environment, carbon emissions and our ecological footprint has lead to an increasing global preference by consumers for natural, eco-friendly products.

The swing towards eco-friendly products brings opportunities for the global textile industry, and for their part, Australian woolgrowers. Active and informed consumers are insisting on greater integrity and authenticity in the products they buy.

‘Green’ fashion is growing in popularity throughout the western world and iconic brands and new companies are opting for textiles that leave a minimal ecological footprint.

Australian Merino wool: natural, biodegradable and renewable

Australian Merino wool’s innate properties make it well placed to address the increasing global preference for environmentally assured products:

• Natural

An entirely natural fibre, Australian Merino has evolved over millions of years to create the most effective all-weather protection against the elements known to man.

Produced in extensive grassland terrain, the Australian Merino lives a largely care free existence.

• Biodegradable

Australian Merino fibre is made from protein, similar to that found in human hair.

Unlike most man-made fibres, when a wool garment is disposed of it naturally decomposes back into the earth in a matter of years. Most synthetics on the other hand, are like the ubiquitous plastic shopping bag and are extremely slow to degrade.

So a Merino wool garment is very durable, but at the same time environmentally friendly.

• Renewable

Every year the Merino sheep produces a new fleece. Therefore, Merino wool is a completely renewable fibre source.

Australian woolgrowers are actively working with nature – to go beyond sustainable, by continuing to improve efficiency and care for natural resources, ensuring the sustainability of the Australian wool industry for future generations.

Media Release: Korean apparel giant backs wool’s environmental credentials

Resources

Campaign for Wool

“The Campaign for Wool” is a coalition of industry groups, united by a common goal to educate consumers about the natural benefits of wool. His Royal Highness The Prince of Wales is the Patron of the Campaign.

• Campaign for Wool Australia website: www.campaignforwool.com.au
• AWI media release: Australia launches Campaign for Wool in Sydney (30/3/11)
• Beyond the Bale magazine article: Campaign for Wool goes global and to Australia (March 2011)
• Beyond the Bale magazine article: Sheep launch Campaign for Wool on Savile Row (Dec 2010)
• Beyond the Bale magazine article: UK Wool Week (Dec 2010)
• The Royal Channel YouTube: The Prince of Wales visits Bradford as Patron of The Campaign for Wool (23/11/10)
• The Royal Channel YouTube: The Prince of Wales speaks as Patron of The Campaign for Wool (23/11/10)
• The Royal Channel YouTube: HRH Prince of Wales Speaks About Campaign For Wool (30/09/10)
• AWI news item: Campaign for Wool showcased at London Fashion Week (21/09/10)
• AWI news item: HRH The Prince of Wales becomes Patron of The Campaign for Wool
• AWI media release: Woolgrowers glimpse the future (21/5/10)
• AWI media release: Woolmark and the Prince of Wales sell wool as the natural alternative (28/1/10)
• The Royal Channel YouTube: The launch of The Prince's Wool Project (26/1/10)