Campaign for Wool promotion in the UK
The Campaign for Wool’s Wool Month in the UK returned this year during October to promote the natural and sustainable benefits of the fibre to consumers.
The Campaign for Wool, initiated by the then HRH The Prince of Wales in 2010, continues to raise awareness amongst consumers about the unique, natural, renewable and biodegradable benefits offered by the fibre.
Since its inception, the Campaign has been instrumental in educating consumers about the versatility of wool, and reconnecting them with its myriad uses – from luxurious fine Merino wool apparel through to beautiful hardwearing interior products for the home.
Each year, the Campaign for Wool in the UK uses Wool Month to amplify wool’s eco and environmental messages, collections, product launches, events and activities from brands, retailers and crafters.
Extending Wool Month projects to Italy and Japan saw the Campaign collaborate with Vitale Barberis Canonico to celebrate its 360-year anniversary along with Isetan Mitsukoshi in Tokyo, launching a new celebratory fine Merino wool cloth. Canada, once again, supported Wool Month with their own series of events and retail activities.
With utility bills expected to rise again this winter and governments advocating for energy-saving measures, the ability to keep yourself warm by wearing wool, sleeping under wool, and insulating the home with wool – as well as the availability of the wide range of wool products to buy – were highlighted during Wool Month.
More information: www.campaignforwool.org
SNIPPETS FROM WOOL MONTH UK
Wool Month launch in London
Wool Month kicked-off with a two-day pop-up event, hosted by Chairman of the Campaign for Wool Sir Nicholas Coleridge (pictured), showcasing beautiful wool products available in stores. There were more than 100 brands on display at the event, highlighting how truly versatile wool really is.
Brora’s Campaign for Wool jumper
UK slow fashion brand Brora held a jumper design competition for students at the University of Dundee. The winning student Isobelle Brogan designed this 100% pure new wool jumper crafted in seafaring shades of indigo and aquamarine, which is available to buy from Brora.
Brands promoting wool at retail
During Wool Month, brands and retailers across the UK promoted wool in their stores and on their digital and social channels. Pictured here is British menswear brand Charles Tyrwhitt which promoted its Woolmark-certified Merino wool knitwear in its 32 stores across the UK.
AW Hainsworth’s 8 benefits of wool
British textile manufacturer AW Hainsworth, visited at the start of Wool Month by the Princess of Wales, created and shared on social media eight short videos that each highlighted a benefit of wool: 100% natural, biodegradable, a natural insulator, renewable, slowing down fast fashion, breathable, good for sleep, durable and resilient.
This article appeared in the December 2023 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.
