Wool Awareness Campaign to Launch Next Month

A global campaign to raise awareness of the benefits of wool will launch in the United Kingdom (UK) in October. The global Merino wool fiber education campaign will start next month and run for three years.

The initiative, launched by the Campaign for Wool and endorsed by Woolmark, will involve key operators in the wool industry to educate consumers about the benefits and attributes of wool and feature a "No Finer Feeling" slogan. The campaign will emphasize the natural, biodegradable and renewable qualities of the wool fiber as well as its comfort and long-lasting qualities.

The global campaign will launch first in the UK during Wool Week on Oct. 11 and will take place on Savile Row in London, which will be turfed over for two flocks of sheep to graze. Next year, the Campaign for Wool will be extended into key fashion markets, including the United States, Italy, Spain, New Zealand, Australia, Japan and Korea.

The Campaign for Wool was launched in January 2010 by Prince Charles. The campaign brings together an alliance throughout the wool production pipeline from farmers through to retailers, all seeking to educate consumers about the natural benefits and versatility of wool.