Woolmark has unveiled a new campaign to promote wool’s renewable, biodegradable, and natural qualities to customers. The campaign also highlights wool’s position as the most recycled garment fibre globally.
The “Wear Wool, Not Waste” campaign is being launched in tandem with legislative initiatives throughout Europe that seek to address the rising trend of disposable fashion, which is fuelled by low-cost synthetic apparel.
The seriousness of this campaign is emphasised by Woolmark’s managing director, John Roberts, who calls on consumers and the fashion industry to reconsider their fibre choices. The campaign’s primary goal is to increase consumer awareness, particularly in light of the fact that one in three people acknowledges that they hardly ever check the fabric composition when they shop online.
Wool makes up about 1% of the world’s virgin fibre supply at the moment, but historically it has surpassed its market share by achieving a donation rate of 5%.
Additionally, Woolmark issues a warning regarding the effects that synthetic clothing has on the environment, pointing out that synthetic fibres were first created less than 200 years ago and that by 2030, they would account for 73% of all fibre production worldwide. Particularly, polyester items are thought to linger in landfills for more than 200 years.
The campaign includes a powerful 60-second clip that serves as a sobering reminder of the continuous harm that discarded synthetic clothing poses to the environment. It shows people running from a zombie apocalypse caused by synthetic clothing.
Along with this project, Woolmark is promoting its “Filter by Fabric” campaign, which calls on the fashion industry to stop using deceptive language in product titles and to start using precise descriptions of fabric compositions. Additionally, the program pushes fabric filters to be implemented by e-commerce platforms so that customers can make better educated judgements about what to buy.
Since its launch last year, the Filter by Fabric initiative has gathered thousands of pledges from prominent industry players like Benetton and Reformation, as well as organisations like the Plastic Soup Foundation and Copenhagen Fashion Week.
The recently released Woolmark+ Roadmap, which aims to shift the fashion industry towards a future that is nature-positive, encapsulates Woolmark’s larger commitment to establishing wool as a crucial answer for the sustainability difficulties facing the industry. This campaign is a part of that effort. To facilitate the transition to a circular wool manufacturing system, Woolmark also unveiled its first recycled wool specification in July.
