“Wear Wool, Not Waste” campaign aligns with Woolmark’s broader mission to position wool as a key solution to the fashion industry’s sustainability challenges
Woolmark is highlighting the environmental advantages of wool with the current global brand campaign named, “Wear Wool, Not Waste”, which is the most recycled garment fiber in the world in addition to being natural, renewable, and biodegradable.
The campaign is being launched at the same time that new laws are being proposed to stop the spread of the throwaway fashion trend, which is fueled by inexpensive, synthetic apparel.
Less than 200 years have passed since the introduction of the first synthetic apparel, which is expected to account for 73% of worldwide fiber output by 2030.
According to Woolmark, the typical polyester product can last in landfills for more than 200 years. The campaign revolves around a 60-second short that depicts people running away from a zombie invasion of the outdated synthetic clothing that still haunts our earth today. It is based on the unsettling notion that every synthetic garment ever manufactured still exists in some manner.
John Roberts, Managing Director of Woolmark said, “Wear Wool, Not Waste is more than a marketing campaign, it’s an urgent call to citizens and the industry at large to re-evaluate fiber choices.”
Merino wool is inherently natural and renewable and has the potential to be a transformational solution to fashion’s impact problem. It offers a versatile, biodegradable, recyclable, and long-lasting solution – one that aligns with nature rather than working against it, he added.
Woolmark hopes to educate the public on the unique benefits of wool versus fossil fuel-derived synthetics. Plus, it says research suggests wool garments are three times more likely to be donated than garments made from other major fibers.
