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