WOOLMARK RELEASES SECOND CHAPTER OF WEAR WOOL, NOT WASTE

Woolmark unveiled its latest global brand campaign, Wear Wool, Not Waste, spotlighting the environmental benefits of wool – natural, renewable, biodegradable, and the world’s most recycled apparel fiber. The campaign comes at a time when legislative changes are being introduced to curb the rise in throwaway fashion culture, which has been driven by cheap, synthetic clothing.
The first synthetic clothing was introduced less than 200 years ago and is predicted to account for 73% of total fiber production globally by 2030. The average polyester product will likely survive in landfills for more than 200 years. Built on this uneasy idea that every synthetic garment ever made still exists in some form, the campaign centers around a 60-second film showing people rushing to escape a zombie invasion of the old synthetic clothes that still haunt our planet to this day.

John Roberts, Managing Director of Woolmark, says, “Wear Wool, Not Waste is more than a marketing campaign; it’s an urgent call to citizens and the industry at large to re-evaluate fiber choices. Merino wool is inherently natural and renewable and has the potential to be a transformational solution to fashion’s impact problem. It offers a versatile, biodegradable, recyclable, and long-lasting solution – one that aligns with nature rather than working against it.”
Wool’s Sustainable Offering
One of the campaign’s key messages is about consumer awareness. With 1 in 3 people admitting they rarely check fabric composition when purchasing online2, Woolmark aims to educate the public on the unique benefits of wool versus fossil fuel-derived synthetics. Research shows that wool garments are three times more likely to be donated than garments made from other major fibres3. This impressive donation rate is further highlighted by the fact that wool, which currently represents about 1% of global virgin fiber supply, has historically achieved a donation rate of 5% 4. This far exceeds its share in the fiber market, emphasizing wool’s value in advancing a circular economy.

Woolmark continues to amplify its Filter by Fabric initiative, which calls on industry to stop using misleading language on product names, instead adopting accurate fabric composition descriptions in product names and introducing fabric filters on e-commerce sites to help shoppers make more informed choices. The Filter by Fabric initiative was launched last year and has garnered thousands of pledges, with commitments from industry bodies including Copenhagen Fashion Week, No More Plastic and the Plastic Soup Foundation, as well as global brands, from Reformation to Benetton. This campaign aligns with Woolmark’s broader mission to position wool as a key solution to the fashion industry’s sustainability challenges – a vision encapsulated in the recently launched Woolmark+ Roadmap, a program aimed at driving the industry towards a nature-positive future.
Find out more about Woolmark’s campaign, visit woolmark.com/wear-wool. To sign the pledge, visit filterbyfabric.com.