Woolmark has introduced its latest global campaign, ‘Wear Wool, Not Waste,’ emphasizing the environmental advantages of wool as a natural, renewable, biodegradable fiber. This initiative coincides with new legislative measures aimed at combating throwaway fashion, primarily driven by cheap synthetic alternatives.
Synthetic fibers, introduced less than 200 years ago, are projected to constitute 73 per cent of global fiber production by 2030, with polyester garments enduring in landfills for over 200 years. The campaign features a striking 60-second film depicting a zombie invasion of synthetic clothing, symbolizing the lasting impact of these materials on the planet.
John Roberts, Managing Director of Woolmark, emphasizes that ‘Wear Wool, Not Waste’ goes beyond a typical marketing campaign; it serves as an urgent appeal for both consumers and the industry to rethink their fiber choices. He highlights that Merino wool provides a versatile, biodegradable, and long-lasting solution that is in harmony with nature.
A key focus of the campaign is consumer education. Research reveals that one in three individuals seldom check fabric composition when shopping online. Woolmark aims to highlight the benefits of wool over fossil fuel-based synthetics, noting that wool garments are three times more likely to be donated compared to other major fibers.
Woolmark is also amplifying its ‘Filter by Fabric’ initiative, urging the industry to adopt transparent fabric labeling and improve e-commerce filters. Launched last year, this initiative has received pledges from various industry bodies and global brands, reinforcing Woolmark's commitment to positioning wool as a sustainable solution in fashion.
