Desire for “honest product names” is behind Woolmark campaign
Promotional body for Australian wool The Woolmark Company has launched a new initiative called Filter By Fabric, saying it wants to end confusion for consumers over product names and fabric composition.
It has called on brands, retailers and media “to commit to clear, honest product names that accurately communicate fabric composition”.
The campaign’s name stems from a parallel call to consumers to “Filter by Fabric when shopping”. The Woolmark Company wants shoppers to focus on the fabrics they are choosing and consider the environmental impact of each. It said it wants to empower consumers to help them make “more informed and sustainably conscious decisions”.
It contended that a majority of consumer wants to be able to do this and that it would be easier for people to do so if brands and retailers made it an option to filter products by fabric when presenting their collections.
Managing director of The Woolmark Company, John Roberts, said: “We need to communicate the composition of fossil fuel-derived fabrics to prevent consumer deception. This simple action could initiate a significant transformation in the industry, encouraging transparency, responsibility, and mindful consumerism. Educating consumers is crucial for them to understand the importance of the information on apparel labels, similar to how they interpret food nutrition labels or appliance energy ratings.”
The company has set up an online petition at filterbyfabric.com, inviting consumers to sign it to “send a powerful message to the fashion industry to adopt truthful product descriptions and a Filter by Fabric option”. It also includes an invitation to brands, retailers and commentators to “pledge their commitment”.
