Woolmark to celebrate Wool Week from May 24

This initiative arose from the global Campaign for Wool; Wool Week champions the eco-credentials of the fibre, making it the perfect choice for today’s conscious consumer.

Westfield will also join the campaign as a major partner, releasing its wool-focused winter campaign in time for Wool Week at 39 centres across Australia and New Zealand celebrating the growers who produce the fibre and the designers who use it. Championing Merino wool in fashion, activewear and homeware, the campaign showcases wool’s natural benefits and takes customers back to the source of the fibre, filmed on a wool-growing property near Goulburn, NSW, owned by Dave and Skye Ward.

Nine Westfield centres across Australia and New Zealand will come alive during Wool Week, hosting exclusive events and activations including extreme knitting workshops, visual merchandise displays showcasing retailer wool product, interior design workshops, and fashion exhibitions. Westfield Sydney will host artist, Natalie Miller, who’ll create a live knitting installation, whilst Westfield Doncaster will showcase a collection of International Woolmark Prize garments, in a celebration of the world’s best emerging fashion designers, Woolmark press release said.

"The Woolmark Company’s Wool Week is an annual celebration which puts wool at the forefront of shoppers’ minds," said Australian Wool Innovation CEO Stuart McCullough. “Thanks to the support of leading brands and retailers, along with educational activities, Wool Week aims to reconnect consumers with the versatility and natural benefits of Australian wool and encourages conscious purchasing decisions."

"Australian wool has a great story to tell. As global consumers become more concerned with the story behind a product - where, what and how it was made - the fibre’s natural, renewable and biodegradable properties are today more important than ever before. I applaud all retailers, brands, woolgrowers and consumers who have once again thrown their support behind our annual campaign and are ultimately increasing demand for this luxury fibre," concluded McCullough. (RR)

Fibre2Fashion News Desk – India