Did you know that wool is the world’s most recycled apparel fibre ? And wool garments are three times more likely to be donated than those made from other fibres ? Although wool represents only about one percent of the global fibre supply, it accounts for 5 per cent of clothing donations, highlighting its value in promoting a circular economy.
Woolmark has unveiled the second chapter of its global campaign titled “Wear Wool, Not Waste”. This initiative champions the myriad benefits of wool as a natural, renewable, biodegradable, and highly recyclable fibre, positioning it as a pivotal solution in combating the pervasive issues posed by synthetic textiles.
“Synthetic fibres, a relatively recent addition to the textile industry, have surged in popularity due to their low cost and versatility. However, their production heavily relies on fossil fuels, contributing significantly to carbon emissions and environmental degradation. Shockingly, these garments can persist in landfills for over 200 years, perpetuating a cycle of waste that threatens our planet’s health”, explains the company in a press release.
“At the heart of Woolmark’s campaign is a compelling call to rethink our approach to fashion consumption.”
John Roberts, Managing Director of Woolmark, underscores the urgency of re-evaluating fibre choices, emphasizing wool’s innate sustainability. Merino wool, in particular, emerges as a transformative solution aligned with nature rather than in conflict with it.
Consumer awareness and behavioral change
Central to “Wear Wool, Not Waste” is the drive to raise consumer awareness. Shockingly, research reveals that a significant portion of consumers rarely consider fabric composition when making purchasing decisions online. Woolmark aims to educate the public about wool’s unique advantages over synthetic alternatives, highlighting its durability and the fact that wool garments are three times more likely to be donated compared to other fibres.
In tandem with its campaign, Woolmark continues to champion its Filter by Fabric initiative. This initiative urges industry stakeholders to adopt transparent and accurate fabric composition labels, empowering consumers to make informed choices. Already gaining traction, this initiative has garnered support from influential bodies and brands, signaling a collective commitment to sustainability in fashion.
Beyond immediate campaigns, Woolmark is committed to advancing a broader agenda through initiatives like the Woolmark+ Roadmap. This program aims to propel the fashion industry towards a nature-positive future, positioning wool as a pivotal component in sustainable textile practices.
Photos : Woolmark
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