Australian wool’s main promotional body, The Woolmark Company, used the message ‘buy less, buy better’ to encourage consumers to choose products made from renewable resources during the Christmas shopping season.

In its campaign, it reminded the public that merino wool is a long-lasting fibre. It quoted a global study that it said confirms wool as “the longest kept and longest loved fibre in our wardrobes”. This study, which The Woolmark Company worked on with New York-based market research company Nielsen, asked more than 1000 consumers aged 18 to 64 about the contents of their wardrobes.

It showed that 9% of wool clothes that respondents had were items they had kept for more than 10 years and were still wearing.

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