AWI’s The Woolmark Company calls time on misleading product names
Three leading Australian brands have joined an effort by Australian Wool Innovation to expose misleading product descriptions.
Albus Lumen, Iris & Wool and Merino Country have joined global fashion giants including Benetton in the new ‘Filter by Fabric’ initiative to tackle the use of terms like ‘silky,’ ‘mesh’ and ‘fleece’.
A recent YouGov survey in the UK, US and France showed these ambiguous terms confuse consumers, making it difficult to identify the fibres in the fabric, especially when synthetic materials are used to mimic natural fibres in clothing.
Australian Wool Innovation (AWI)’s marketing arm The Woolmark Company has launched the ‘Filter by Fabric to end this confusion, urging all fashion brands, retailers, publishers and content creators to commit to clear, honest product names that accurately communicate fabric composition.
The campaign also encourages consumers to ‘Filter by Fabric’ when shopping, focusing on the fabric’s impact and empowering them to make more informed decisions.
The YouGov study revealed 77% of people believe clothing brands and retailers should clearly disclose fabric composition. However, this vital information is often hidden, misrepresented, or undisclosed.
The same research found that 60% of respondents would find sustainable choices easier if stores included fabric in the product name or allowed customers to filter by fabric.
A Simple Solution
By focusing on fabric consideration as a vital aspect of consumer purchases, Filter by Fabric accelerates the fashion industry's movement toward transparency and sustainability.
AWI CEO John Roberts, explains: “We know wool ticks all those boxes it is natural, sustainable and biodegradable but it is also important to call out the fossil fuel-derived fabrics to prevent consumer deception. This simple, lasting action could initiate a significant transformation in the industry, encouraging transparency, responsibility, and mindful consumerism. Educating consumers is crucial for them to understand the importance of the information on apparel labels, similar to how they interpret food nutrition labels or appliance energy ratings.”
A Call for Real Change
Fashion brands, publishers, content creators and retailers can pledge their commitment at filterbyfabric.com, and consumers can sign the same pledge to demand accurate product labeling.
- Citizens: Urge Retailers to Include a Filter by Fabric Option
By signing this pledge, you send a powerful message to the fashion industry to adopt truthful product descriptions and a Filter by Fabric option. This action equips shoppers with essential information, promoting transparency and accountability in the fashion industry. - Fashion Industry: Allow Customers to Filter by Fabric
We invite the fashion industry to collaborate in this united effort for more informed consumer choices. Pledging your commitment to better fabric composition communication in product names showcases your dedication to responsible business practices. This move not only gains consumer trust but could also significantly reduce the environmental impact of the fashion industry.
To sign the pledge and find out more about The Woolmark Company’s Filter by Fabric campaign, visit www.filterbyfabric.com.
Editor’s Notes
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 4297 adults in UK, US and France. Fieldwork was undertaken between 3rd - 10th August 2023. The survey was carried out online. The figures have been given an even weighting for each country to produce an 'average' value.
Media Contact:
Kevin Wilde 0436 031 277
