Industry must re-evaluate fibre choices, Woolmark says
The Woolmark Company has launched a new campaign to promote wool’s place in combatting “throwaway fashion culture”.
It has released a 60-second film depicting old, synthetic clothing as still haunting the planet and people having to rush to escape them.
It said it had based its new campaign on the “uneasy idea that every synthetic garment ever made still exists in some form”. The Woolmark Company has called the campaign ‘Wear Wool, Not Waste’.
Managing director, John Roberts, described it as “an urgent call to citizens and the industry at large to re-evaluate fibre choices”.
Merino wool is inherently natural and renewable, he continued, and has the potential to be “a transformational solution to fashion’s impact problem”. Wool, he said, offers a versatile, biodegradable, recyclable, and long-lasting solution, one that “aligns with nature rather than working against it”.
