Woolmark unveils 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 fibre.
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 fibre production globally by 2030. The average polyester product is likely to 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 centres 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 fibre choices.