A global campaign to raise awareness of the benefits of wool will launch in the UK next month.
The global Merino wool fibre education campaign will start next month and run for three years.
The initative, launched by the Campaign for Wool and endorsed by Woolmark, will involve key operators in the wool industry to educate consumers about the benefits and attributes of wool and feature a “No Finer Feeling” slogan.
The campaign will emphasise the natural, biodegradable and renewable qualities of the wool fibre, as well as its comfort and long-lasting qualities.
The global campaign will launch first in the UK during Wool Week on October 11 and will take place on Savile Row in London which will be turfed over for two flocks of sheep to graze on.
Next year, the Campaign for Wool will be extended into key fashion markets, including the USA, Italy, Spain, New Zealand, Australia, Japan and Korea.
The plans for the new campaign for Merino wool fibre were unveiled at London Fashion Week yesterday which was attended by more than 200 people from the fashion industry.
Speakers at the event at Somerset House included British Fashion Council chairman Harold Tillman and Campaign for Wool steering committee member Peter Ackroyd.
Australian Wool Innovation chief executive Stuart McCullough said: “The Campaign for Wool seeks to educate consumers about the fibre’s unique natural, renewable and biodegradable properties in partnership with wool growers, manufacturers, retailers, and designers. It is excellent to see that so many brands in the UK support the campaign and acknowledge the importance of sourcing natural fibres. This program coincides with the launch of the new global Woolmark Merino wool fibre education campaign. We aim to encourage global consumers to make an informed, natural choice in apparel and opt for wool instead of synthetics”.
The Campaign for Wool was launched in January 2010 by its Patron, HRH The Prince of Wales. The Campaign brings together an alliance throughout the wool production pipeline from farmers through to retailers, all seeking to educate consumers about the natural benefits and versatility of wool.