Home / Knowledge / News / Textiles / Wool as alternative to 'landfill fibres'
Wool as alternative to 'landfill fibres'
29
Jan '10
His Royal Highness, The Prince of Wales is urging consumers to embrace wool as the natural fibre for a sustainable future.

"Wool is a fibre even the most brilliant boffin in the most high-tech laboratory could never create," said The Prince as he explained the natural, sustainable and bio-degradable qualities of a fibre that has evolved in harmony with mankind itself.

"Humanity must realise it is unable to replace nature," The Prince added as he went on to stress the inherent health and safety advantages of wool, including natural fire resistance which makes it extremely suitable for children's wear.

Recognising Australia as the world's major wool producer and home of the Woolmark, Australian Wool Innovation (AWI) will help to re-engage retailers and brands with wool. The world famous Woolmark logo will be a part of the campaign for both apparel and interior textiles.

AWI CEO Brenda McGahan said: “This significant campaign fits in perfectly with our marketing efforts, where we sell the benefits of wool as a natural fibre”.

Speaking on a bitterly cold Australia Day at Wimpole Estate, a late 18th century farm in Cambridgeshire, England, the Prince of Wales declared his heartfelt solidarity with wool growers in Australia, New Zealand and the UK.

The Prince of Wales, himself a sheep farmer at his Highbury Estate in Gloucestershire, urged manufacturers, retailers and consumers to reconsider wool as an alternative to the 'landfill fibres' that have come to dominate certain sectors of modern lifestyle.

Fashion icons and retail leaders in the UK, are being urged to make more wool available on shelves and in doing so, reduce landfill as they place orders for autumn/winter 2010/11.

Nicholas Coleridge, Managing Director of Conde Nast UK (Vogue) will guide the fashion elements of the campaign together with Peter Ackroyd, currently working with Australian Wool Innovation (AWI) in London. Mr Coleridge said top designers and labels such as Burberry, Jasper Conran, Paul Smith, Alice Temperley and Savile Row tailors such as Gieves & Hawkes were already using wool and the key was to boost its use in the middle and value retail markets.

The Prince of Wales' wool campaign will hit the consumer in the form of a 'Wool Week' in the UK in September 2010. Wool will take centre stage in participating stores throughout the land with 'sustainability' being the very clear message.

AWI is working on The Prince's Wool Campaign with the International Wool Textile Organisation and the British Wool Marketing Board.

Australian Wool Innovation Limited


Must ReadView All

Indian govt approves special package for leather, footwear

Textiles | On 16th Dec 2017

Indian govt approves special package for leather, footwear

The Union Cabinet chaired by PM Narendra Modi has approved a special...

Affordable prices to be hit if US pulls out of NAFTA: NRF

Apparel/Garments | On 16th Dec 2017

Affordable prices to be hit if US pulls out of NAFTA: NRF

US retailers’ ability to offer consumers quality products at...

Strong exports, consumption fuel growth in Asia: ADB

Textiles | On 16th Dec 2017

Strong exports, consumption fuel growth in Asia: ADB

Economic expansion in developing Asia is likely to accelerate to 6...

Interviews View All

Amardeep Singh
Orient Craft

'In export markets, the trend in terms of embroidery, is towards matte...

Karan Suratwala
Key Textile Accessories Private Limited

Chinese imports are destroying the supply chain

Angelina Francesca Cheang
MY ANJE

'Consumers in the age-group 21 to 38 are driving the activewear trend'

Riddhi Jain

Conceived in Europe and curated in New Delhi, NeceSera is a...

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

Liz Manning

<div><b>Liz Manning</b>, Business Development Manager at Catexel, has...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Akta Adani
India Boulevard

India Boulevard is a San Francisco-based curated fashion marketplace that...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

December 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.6%
No
12.0%
Skip
18.5%

Total Votes: 92

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
62.0%
No
30.4%
Skip
7.6%

Total Votes: 92

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.0%
No
9.8%
Skip
3.3%

Total Votes: 92

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
81.5%
No
8.7%
Skip
9.8%

Total Votes: 92


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search