His Royal Highness (HRH) The Prince of Wales is well known as an environmentalist and has long recognised wool as the first choice fibre for sustainability, durability and quality.
News that HRH The Prince of Wales has officially become Patron of the Campaign for Wool has been described as ‘the best thing that has happened to the wool industry for years’ by Ian Hartley, CEO of the British Wool Marketing Board.
The Prince announced his official commitment to the sheep farmer and wool textile industry at a small gathering of the farming, wool textile and retail sectors at the National Woollen Museum in Llandysul, (Dyfed) Wales in June (28th June).
Referring to the many fantastic attributes of wool, the Prince commented that his growing understanding of the fibre’s many naturally ‘smart’ attributes had only served to prove that wool should be better appreciated by everyone and was delighted that so many designers and major names had put their strength behind it.
John Thorley, Chairman of the Campaign for Wool, gave a campaign progress report to the attendees,
“We have achieved an enormous amount already on this campaign – with many major retailers signed up for a high street retailer led event in the UK – Wool Week in October (11th-17th). This effort to bring wool to the forefront is a really concerted effort by wool organisations, manufacturers, industry organisations and the retail world. The Prince has been brilliant at uniting so many people to make this happen and there are many good things going on at different levels around the world, making this a truly global effort.”
The British Wool Marketing Board, which represents 50,000 wool producers in the UK has put significant funding in to the CfW and has played a major role in bringing wool and textile partners to the table and helping to set a framework for mapping a change in wool’s fortunes in the years to come.
“Our sheep farmers and our textile industry already know that wool is a quality fibre for fashion and interiors. It is the retailer and consumer that need to realise that wool rich products have added value, they offer natural sustainability and durability and that is why a profile building campaign is so important. We hope that we can bring a sea change to the mindset of consumers so that wool is understood, appreciated and properly valued.
“Our producers firmly believe that the time is right for wool as the environmental agenda rises and people become more conscious that their choices have an impact on the world we live in. The Prince with his serious interest in these issues is the perfect Patron for the Campaign and we believe this unified effort can make a long lasting difference throughout the wool business.”
The five year campaign has already had trade launches in other countries including the USA, New Zealand and Japan and was highlighted at the IWTO conference in France this year. Future plans for international markets are also underway.
“The importance of solidarity from the global wool community in pushing wool up the agenda must be paramount if we are to make a long term difference to our industry. Retail prices have to reflect the true value of the fibre and education is vital to ensure that retailers and consumers understand the added value that wool delivers and so can justify these prices as worth paying.” Mr Hartley said.
Peter Ackroyd of Australian Wool Innovation (AWI) commented that AWI see this campaign as of major importance, “The Prince is an immeasurable asset to the wool business, we are greatly honoured to have him as Patron of this campaign and AWI are working hand in hand with our partners across the global industry to ensure that we maximise every opportunity available.”
With leading brands and retailers backing it, the impetus is already being felt. Marks and Spencer, John Lewis, House of Fraser, Debenhams, Harvey Nichols, Liberty, Jigsaw, Aquascutum, Burberry, Savile Row and many more have already pledged to profile wool strongly for Wool Week. Store windows on the UK’s Mecca of shopping – Oxford Street – will be wool focused for the first time in many years.
Fashion and interiors magazines and newspaper articles are running wool features and there are many in-store events lined up. But it is perhaps the plans for the prestigious home of gentlemen’s suiting – Savile Row, which will be turfed for a day so that sheep can graze freely on it – that will make the most simple but profound message of all - by showing the beginning and the end of the wool story in one place for one day.
We are pleased to support the Campaign for Wool and celebrate the natural qualities of the fibre, we encourage you to do the same.
