Home / Knowledge / News / Textiles / Woolmark unveils 'Wool is Easy to Care' campaign
Woolmark unveils 'Wool is Easy to Care' campaign
29
Aug '13
As The Woolmark Company works towards cementing wool in its rightful place as one of the world’s most versatile, practical and best-loved natural fibres, a new campaign is being rolled-out for washable wool – with the underlying message that wool is easy to care for.

Research undertaken by the global authority on wool shows that consumers value ease of care, and strongly associate wool with being hard to care for. But the washable wool campaign aims to change these misconceptions and runs with the tagline Tested by Nature, Tested by Us.

And so The Woolmark Company is actively engaging with its brand partners to add washable wool to their garment ranges. As customers seek more wool specified to “machine wash” or “machine wash and tumble dry” standards, so too will the amount processors will be called upon to supply.

The three-year campaign will also help align consumer perceptions to the modern wool garments available, and as consumers are educated about wool’s easy care properties, appeal at point of sale is set to increase.

Woolmark-certified wool labelled as “machine wash” or “machine wash and tumble dry” is treated to prevent shrinkage, and has gone through rigorous testing to make sure it’s safe to machine wash and won’t felt, stain or fade. If people realise just how easy wool is to care for they will be putting more of your Woolmark-approved garments on their shopping list.

“This campaign is about stopping consumers associating wool with hand wash or dry clean and emphasises the washability aspects of wool,” explains The Woolmark Company Category Manager (Apparel Care Group) Cathryn Lee. “All products must be tested and comply with the strict Woolmark Specifications, which will give customers assurance of quality and peace of mind.

“The Woolmark Company is also available to provide technical support to any Woolmark brand partner keen to participate in the washable wool campaign.”

About The Woolmark Company:

The Woolmark is the world’s best known textile fibre brand, established in 1964.

The Woolmark brand is owned by Australian Wool Innovation (AWI), a not-for-profit company owned by more than 25,000 woolgrowers. AWI’s vision is to be a significant contributor to a vibrant, stable and profitable wool industry providing the world with the best natural fibre. The company works throughout the global supply chain – from woolgrowers through to retailers.

Woolmark


Must ReadView All

Pic: Shutterstock

Textiles | On 22nd Oct 2021

China's coal output rises to meet energy shortfalls amid govt measures

China's coal supply has showed signs of picking up with daily...

Pic: Shutterstock

Textiles | On 22nd Oct 2021

Indonesia, China begin feasibility study on coal-to-methanol unit

Indonesia and China recently signed an MoU to conduct a feasibility...

Pic: Shutterstock/TY Lim

Fashion | On 22nd Oct 2021

Balenciaga ranked hottest brand in The Lyst Index Q3 2021

Paris-based luxury fashion house Balenciaga was ranked the hottest...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Blockchain is not a silver bullet for each and every problem in supply...

Textile Industry, Head honchos

Textile Industry
Head honchos

Strongly believe in 'people first' policy.

Textile Industry, Head honchos

Textile Industry
Head honchos

Marry with brand ethos

Dhruv Toshniwal & Udit Toshniwal,

Dhruv Toshniwal & Udit Toshniwal

Launched a year ago, Fashions Pvt Limited conceptualises and sees D2C...

Aashumi Mahajan,

Aashumi Mahajan

The Luxe Maison is a premiere haute couture e-boutique established after...

Simone Morgante,

Simone Morgante

Based out of Como, Italy, and with technological expertise of nearly 70...

Michaela Griggs & Peggy Schulz, Barco Uniforms

Michaela Griggs & Peggy Schulz
Barco Uniforms

Founded in 1929, Barco Uniforms started as an apparel company for beauty...

Hemant Bheda, Arevo

Hemant Bheda
Arevo

Arevo, based in Silicon Valley in California, develops technology to...

Suresh Patel, Non Woven Federation of India

Suresh Patel
Non Woven Federation of India

The Non Woven Federation of India (NWFI), representing the regional...

Anju Modi, Label Anju Modi

Anju Modi
Label Anju Modi

Filmfare Award winner for best costume designer,<b> Anju Modi </b>is...

Samant Chauhan, Label Samant Chauhan

Samant Chauhan
Label Samant Chauhan

Delhi based fashion designer, <b>Samant Chauhan</b> who mostly works on...

Sandeep Gonsalves & Sarah Gonsalves, Sarah & Sandeep

Sandeep Gonsalves & Sarah Gonsalves
Sarah & Sandeep

Established in 2012, Sarah &amp; Sandeep is a luxury menswear label...

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

Leave your Comments


October 2021

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


Advanced Search