The Prince of Wales has highlighted the benefits of wool as a natural, sustainable fibre. Speaking on Australia Day (January 26) he declared his support for wool growers in Australia, New Zealand and the UK.

"Wool is a fibre even the most brilliant boffin in the most high-tech laboratory could never create," Prince Charles said. "Humanity must realise it is unable to replace nature." He stressed the inherent health and safety advantages of wool, including natural fire resistance.

The Prince of Wales, himself a sheep farmer at his Highbury Estate in Gloucestershire, urged manufacturers, retailers and consumers to reconsider wool as an alternative to less environmentally friendly fibres.

In response, Australian Wool Innovation (AWI) CEO, Brenda McGahan, said: “This significant campaign fits in perfectly with our marketing efforts, where we sell the benefits of wool as a natural fibre”.

AWI is working on The Prince’s Wool Campaign with the International Wool Textile Organisation and the British Wool Marketing Board.