Campaign for Wool

The Campaign was initiated in 2010 by its patron, His Royal Highness The Prince of Wales, to raise awareness amongst consumers about the unique, natural, renewable and biodegradable benefits offered by the fibre. The initiative encourages collaboration between an international community of woolgrowers, major fashion designers, retailers, manufacturers and interior designers.

The Campaign has been instrumental in educating consumers about the versatility of wool, and reconnecting them with its myriad uses – from luxurious fine Merino wool apparel through to beautiful hardwearing interior products for the home.

Since its launch in 2010, The Campaign for Wool has influenced a new demand for wool on an international scale.

The Campaign for Wool is run every year through a sequence of Wool Weeks in the most important key markets of the world, including Australia, through co-branding initiatives and in-store promotions.

Why the campaign is important

• The constant demand from consumers for environmentally sound products is rising every season. Wool needs to capitalise on this shift in consumer emphasis as it truly is the natural fibre of choice
• Wool offers many environmental advantages and has proved itself to be measurably better than synthetic alternatives through independent research
• Increase presence of wool with key retailers/brands across the world
• Generate awareness of wool within the end consumer.