Woolmark launches campaign against throwaway fashion

Woolmark, the global authority on wool, has unveiled a new campaign, ‘Wear Wool, Not Waste,’ highlighting the environmental benefits of wool as a sustainable alternative to synthetic fibers. The campaign comes amidst growing concerns about the impact of fast fashion and the prevalence of synthetic clothing, which often ends up in landfills.

John Roberts, Managing Director of Woolmark, says their campaign seeks to educate consumers about the detrimental long-term effects of synthetic clothing. He emphasized that wool, being a natural, renewable, and biodegradable fiber, presents a sustainable and durable solution to the fashion industry's environmental challenges.

The campaign features a 60-second film that visually depicts the environmental consequences of synthetic clothing. The film highlights the fact that synthetic garments can take hundreds of years to decompose, contributing to pollution and waste. Woolmark is also calling on the fashion industry to adopt more transparent labeling practices and provide consumers with accurate information about fabric composition. The ‘Filter by Fabric’ initiative, launched last year, encourages brands to use clear and concise fabric descriptions in product names and to include fabric filters on their e-commerce sites.

By choosing wool, consumers can help reduce their environmental impact and support a more sustainable fashion industry. Woolmark's campaign is a significant step towards promoting a circular economy and addressing the challenges posed by throwaway fashion.