Woolmark is proud to launch a global brand campaign, "Wear Wool, Don't Waste", which highlights the environmental benefits of wool fibres, which are natural, renewable and biodegradable. Wool is one of the most recycled garment fibers in the world. The campaign comes at a time when legislation is being pushed to curb the "fast fashion" culture fueled by cheap synthetic fibers.
The first synthetic garment was created less than 200 years ago, and synthetic fibers are expected to account for 73% of global fiber production by 2030. Ordinary polyester products can remain in landfills for more than 200 years. Based on the disturbing reality that every synthetic garment still exists in some form today, the campaign produced a 60-second short film that shows people fleeing the old "zombie" garments that will haunt our planet for a long time.
"Wear Wool, Don't Waste" promotional video
John Roberts, Chief Executive Officer of Woolmark, said: "Wear Wool is not just a campaign, it's an urgent call to action for consumers and the fashion industry as a whole to rethink our fibre choices. Merino wool is naturally sourced and renewable, offering a revolutionary solution to the environmental problems of the fashion industry. Versatile, biodegradable, recyclable and durable, this fiber coexists in harmony with nature, not against it. ”
The sustainable contribution of wool
One of the core of this campaign is to raise consumer awareness of environmental protection. Today, one-third of consumers admit to paying little attention to the fabric composition of their clothing when shopping online. In response, Woolmark hopes to educate the public about the unique advantages of wool over fossil fuel-derived synthetic fibres. Studies have shown that wool garments are three times more likely to be donated than other major fibre garments. Even more impressively, while wool accounts for only 1% of the world's total supply of virgin fibres, its donation rate is as high as 5%. This figure far exceeds its market share and highlights the important role and value of wool in driving the circular economy.
The sustainable contribution of wool
Call for industry innovation
Woolmark is promoting the 'Filter by Fabric' initiative, which calls on the fashion industry to move away from misleading terminology in product naming in favour of precise fabric composition descriptions, and suggests introducing a 'filter by fabric' feature in e-commerce platforms to help consumers make more informed choices.
Since its launch last year, the Sort by Fabric initiative has garnered thousands of support and commitments, with brands such as Reformation and Benetton responding, as well as industry bodies such as Copenhagen Fashion Week, No More Plastic and the Plastic Soup Foundation.
The campaign aligns with Woolmark's more far-reaching mission to make wool a key solution to the fashion industry's sustainability challenges. This vision is further elaborated in the recently released Woolmark+ roadmap, which aims to accelerate the industry's journey towards a nature-positive future.
About Woolmark:
Woolmark is the authoritative wool textile certification body, and has established partnerships with wool textile and fashion companies around the world. We see Australia wool as the most natural garment fibre and the fabric of choice for luxury fashion. The Woolmark is the world's most recognizable textile mark. It is not only a guarantee of high quality, but also a representative of the best quality and innovative design in the entire value chain, from the farm to the final garment.