Australian wool-growing showcased to global brands
A delegation from top-tier international brands visited several Australian wool-growing properties in December to learn more about the eco-credentials of Australian wool and the options for them to partner with the industry to establish a more nature positive supply chain.
In response to shifting consumer preferences towards low-impact products and new regulatory measures, brands are seeking ways to minimise the environmental impact of their supply chains. The Woolmark+ roadmap supports woolgrowers and brands meet this challenge and tap into the opportunities that are uniquely available to the wool industry.
To help promote the Woolmark+ roadmap to the supply chain, AWI hosted the inaugural Woolmark+ Fellowship in December, bringing together leaders from top international brands including Thom Browne, Diesel, Tod’s, Brioni, and Australia’s own R.M.Williams.
During the four-day Fellowship trip, the delegation visited three wool-growing properties where they met local woolgrowers and gained first-hand insights into their nature-positive farming practices. The properties visited were: Oxton Park, Harden; Gundillawah, Mundarlo Valley; and Cavan Station, Yass.
“We place great importance on having the faith and confidence of our end users, and believe the only way to achieve and uphold this is to consistently emphasise the importance of the welfare of both our animals and our land. It’s a benefit we can all share together,” said the O’Connor family of Oxton Park.
The delegation also received the following presentations from sustainability experts to complement their visit to the farms:
- Wool knowledge; from Emma Gittoes Bunting, Global Sustainability Manager, AWI
- Wool and carbon; from Dr Steve Wiedemann, Principal Scientist and Managing Director, Integrity Ag & Environment
- Emissions mitigation and reduction opportunities for businesses; from Lara Philips, Director, Pollination Group
- Measuring environmental performance on wool farms; from Dr Sue Ogilvy, Farming for the Future.
“The Woolmark+ Fellowship is all about fostering connections between Australian woolgrowers and key brands and individuals in the fashion industry,” said AWI CEO, John Roberts.
“From hearing first-hand insights from woolgrowers to diving deep into cutting-edge research, the delegation embarked on a journey with Woolmark to explore the co-benefits that wool-growing has for the environment and the fibre’s powerful potential to drive a nature-positive future.”
During the visit, the Woolmark+ roadmap was highlighted to the delegation and they were shown ways their brands can get involved, specifically in the:
- Woolmark+ Insetting Program
- Woolmark+ Nature Positive Farming Framework
- Woolmark Supplier Search.
Feedback from guests was overwhelmingly positive, with them all leaving with a deeper understanding of the wool fibre, the Australian wool industry, the environmental benefits of progressive wool-growing practices and how they can engage with Woolmark+ programs.
The second Woolmark+ Fellowship is taking place this month.
“I have to admit that wool is at the top of the fibre pyramid in terms of beauty, properties and sustainability features. I’m so grateful to have been included and for the invaluable insights shared – it’s been such an enriching experience. Your incredible team and the unifying message you champion truly set you apart on the global stage."
Andrea Rosso, Sustainability Ambassador, OTB Group (Diesel, Marni, Margiela, Jil Sander)
This article appeared in the Autumn 2025 edition of AWI’s Beyond the Bale magazine that was published in March 2025. Reproduction of the article is encouraged.
