Australia’s Woolmark has launched a new campaign highlighting the benefits of washable wool apparel to increase the demand of woolen garments. The three-year campaign will involve an effort to persuade apparel businesses to add washable wool to their ranges, as well as educating consumers about wool’s easy care properties.
The campaign with the tagline ‘Tested by Nature, Tested by Us’, comes in response to research which shows that consumers strongly associate wool with being hard to care for. “This campaign is about stopping consumers associating wool with hand wash or dry clean, and emphasizes the washability aspects of wool,” said Cathryn Lee, The Woolmark Company’s category manager (Apparel Care Group).
“All products must be tested and comply with the strict Woolmark Specifications, which will give customers assurance of quality and peace of mind.” Woolmark-certified wool labeled as ‘machine wash’ or ‘machine wash and tumble dry’ is treated to prevent shrinkage, staining or fading.