High-profile wool industry award goes to WoJo textile fabric

15 Oct '10

3 min read

Wools of New Zealand has received a high-profile wool industry award for its collaborative work in the development of WoJo — a revolutionary sustainable textile brought to life for Starbucks coffee. The Sustainability Award was presented on behalf of the 2010 Campaign for Wool, convened by HRH Prince of Wales, in association with The Society of British Interior Design (SBID).

WoJo was conceptualised by The Formary, a New Zealand based design company charged with converting Starbuck's jute coffee sacks into a sustainable fabric. New Zealand Trade and Enterprise recommended Wools of New Zealand as a partner, recognising its innovation, global expertise and industry connections as significant sources of advantage in moving the project to completion.

WoJo was launched in London earlier this week as part of Wool Week, a campaign to support sheep farming and the wool industry. The 70 percent wool component in WoJo is supplied by Wools of New Zealand under the Laneve sustainability brand introduced in 2009 and now adopted by 51 trade partners internationally.

“Laneve traceable wool is sourced only from accredited farms which meet high standards in regard to animal welfare, land management, farming techniques and environmental practices,” says David Hammond, European Market Manager for Wools of New Zealand. “By blending Laneve wool with recycled jute, we're able to play a vital role in the development of this genuinely sustainable and ethically produced interior textile.”

Camira Fabrics, Ltd of Mirfield, West Yorkshire was selected to manufacture the fabric due to its technical capability in natural fibre upholstery. The company is a recent recipient of the prestigious Queen's Award for Sustainable Development 2010. The Group Sales and Marketing Director of Camira, Andrew Schofield, says the company welcomed the opportunity to help develop WoJo and tailored the fabric to meet Starbuck's strict performance requirements.

Camira received an award for its contribution to the creation of WoJo along with The Formary, and Dell'Orco & Villani, manufacturers of textile recycling equipment.

“The collaborative awards presented for WoJo celebrate innovation and are a welcome endorsement of the quality of this sustainable fabric,” says Thom Breslin, director of design, Starbucks UK and Ireland. “It recognises the creative work behind this sustainable textile that is environmentally authentic. It will both enhance our store and complement Starbucks' design strategy.”

As part of its launch this week WoJo was featured at Starbucks' flagship Conduit Street store in London's West End. It will be rolled out across 8,000 Starbucks stores over the next five years.

Wools of New Zealand