Prince of Wales’ Campaign for Wool film ‘Why Wool Matters’ promotes fibre as responsible to planet

The Prince of Wales’ Campaign for Wool has produced a short documentary film titled Why Wool Matters, to explain why it is the most responsible fibre to choose for the well-being of the planet. Against a background of anti-wool lobbying from global giants of fast fashion, the campaign has engaged with leading academic experts in the field of land management and carbon sequestration to demonstrate the positive contribution that wool and grazing sheep make to the world. This resulted in a 20-minute documentary, launched in April and supported by Australian Wool Innovation, that targets consumers as well as environmental experts, farmers, the textile trade, retail buyers, educational networks and influencers. Campaign for Wool chairman Nicholas Coleridge said the role of wool and sheep in helping defend the environment, and fighting back against plastics and pollution, had never been clearer. “This film, made in four continents, makes the compelling case that wool can play a crucial part in the recovery,” he said. “Produced with the campaigns patron, The Prince of Wales, the film emphasises the renewable and biodegradable end of life attributes of wool and the contribution the fibre can make to the circular economy, in contrast to plastic, synthetic fibres.” The Prince of Wales said it was clear that changes were needed in wool’s production, use and the disposal of clothing and textiles to meet the United Nations climate change goals set for industry. “A major part of that change has to be moving from a linear system to a circular one, where textiles and clothing are produced sustainably, enjoy long use, and are made using natural materials, specifically wool, which will biodegrade naturally and quickly at the end of their useful life.,” he said. Australian woolgrower Georgina Wallace, of ‘Trefusis’ at Ross in Tasmania, is featured in the film alongside other woolgrowers, academics and personalities from across the globe. “I see that we are custodians of this property, we want to see our native flora and fauna thrive and I think for the whole biodiversity of this property it is important to look after that native land, so we want to leave this property in even better order for the next generation,” she said. The film is being distributed and shared across digital and social channels and at events by the Campaign for Wool and partner organisations including AWI, and through trade and consumer media outlets. Now entering its twelfth year, the global Campaign for Wool was initiated in 2010 by The Prince of Wales to raise awareness amongst consumers about the unique, natural, renewable and biodegradable benefits offered by the fibre. Through a range of projects, events and activities, the campaign encourages collaboration between an international community of woolgrowers, major fashion designers, retailers, manufacturers and interior designers. Supported by AWI, the campaign has been instrumental in educating consumers about the versatility of wool, and reconnecting them with its myriad uses — from luxurious fine Merino wool apparel through to beautiful hard-wearing interior products for the home.