Industry unity on show as cotton and wool host Australian Natural Fibres Forum
Australia’s world-leading cotton and wool industries have joined forces to host the inaugural Australian Natural Fibres Forum, attracting almost 250 representatives from leading global and Australian brands including Adidas, J.Crew, R.M.Williams, Sportscraft, MJ Bale, Alemais, RB Sellars, Cotton On Group and Rodd & Gunn.
Pictured left to right: AWI Chair George Millington, Cotton Australia chair Liz Stott, Cotton Australia CEO Adam Kay, AWI CEO Bryan Fry
Co-hosted by Cotton Australia and AWI’s research, development and marketing arm Woolmark, the forum brought together growers, researchers, supply-chain partners and industry leaders to strengthen the future of natural fibres.
The event kicked-off Cotton Australia’s biennial Camp Cotton program, which immerses brand representatives in Australian cotton production, providing first-hand insight into modern farming.
The forum focused on the shared opportunities and challenges facing natural fibres in a rapidly evolving global textile market. It highlighted the importance of cotton and wool as complementary industries that underpin regional economies, support thousands of rural jobs and contribute to Australia’s reputation for producing high-quality, responsibly grown natural fibres.
Attended by brand and industry representatives from Australia and overseas, the forum created a platform for open discussion across the value chain - from farm to fashion - exploring how Australia can strengthen its position as a trusted global supplier of natural fibres.
“Cotton and wool are not competitors but can work together to highlight the huge advantages of natural fibres for consumers,” said Cotton Australia CEO Adam Kay.
“The world is becoming increasingly aware of the limitations, problems and potential health impacts of oil-based synthetic fibres. Natural fibres are the answer to many of these issues, and that provides great opportunities for cotton and wool. The impacts of microplastics from synthetic fibres are becoming very evident.”
A united industry voice
A key theme throughout the forum was the importance of collaboration to ensure natural fibres remain competitive, trusted and valued in global markets. The event reinforced that a united natural fibres voice is critical as the textile sector undergoes rapid transformation driven by sustainability expectations, technology and changing consumer behaviour.
Sessions throughout the day examined opportunities to better connect Australian growers with global brands and retailers seeking high-quality, responsibly produced fibres. Discussions highlighted:
- Why fibre choice matters more than ever
- The importance of traceability and transparency
- On- and off-farm innovation across cotton and wool
- A cross-fibre discussion amplifying growers’ voices to brand customers
Speakers emphasised that collaboration across the supply chain is essential to ensure the value created on farm is recognised and retained throughout the fibre journey. It also provided an opportunity to dispel any myths associated with these home-grown fibres and their industries.
“Australian agriculture is already operating in a world that demands more transparency, more evidence and more accountability,” said AWI CEO Bryan Fry.
“That is especially relevant to natural fibres, where markets increasingly want to understand not just what a product is, but how and where it was produced. Australia is well placed to contribute to that global conversation with our strong agricultural capability. Leadership in this domain is about demonstrating progress, backed by science and standards over time.”
The Australian Natural Fibres Forum marks the beginning of deeper collaboration between the cotton and wool industries. Both organisations committed to continuing the conversation and identifying practical opportunities to grow demand, strengthen market access and support the long-term future of Australia’s natural fibre industries.
