Research undertaken by the global authority on wool shows that consumers value ease of care, and strongly associate wool with being hard to care for. But the washable wool campaign aims to change these misconceptions and runs with the tagline Tested by Nature, Tested by Us.
And so The Woolmark Company is actively engaging with its brand partners to add washable wool to their garment ranges. As customers seek more wool specified to “machine wash” or “machine wash and tumble dry” standards, so too will the amount processors will be called upon to supply.
The three-year campaign will also help align consumer perceptions to the modern wool garments available, and as consumers are educated about wool’s easy care properties, appeal at point of sale is set to increase.
Woolmark-certified wool labelled as “machine wash” or “machine wash and tumble dry” is treated to prevent shrinkage, and has gone through rigorous testing to make sure it’s safe to machine wash and won’t felt, stain or fade. If people realise just how easy wool is to care for they will be putting more of your Woolmark-approved garments on their shopping list.
“This campaign is about stopping consumers associating wool with hand wash or dry clean and emphasises the washability aspects of wool,” explains The Woolmark Company Category Manager (Apparel Care Group) Cathryn Lee. “All products must be tested and comply with the strict Woolmark Specifications, which will give customers assurance of quality and peace of mind.
“The Woolmark Company is also available to provide technical support to any Woolmark brand partner keen to participate in the washable wool campaign.”
For further information, interview or images please contact:
Senior PR Manager
t. +39 (0) 289 096 705
t. +61 437 306 631
About The Woolmark Company:
The Woolmark is the world’s best known textile fibre brand, established in 1964.
The Woolmark brand is owned by Australian Wool Innovation (AWI), a not-for-profit company owned by more than 25,000 woolgrowers. AWI’s vision is to be a significant contributor to a vibrant, stable and profitable wool industry providing the world with the best natural fibre. The company works throughout the global supply chain – from woolgrowers through to retailers.
The company mission is to enhance the profitability, international competitiveness and sustainability of the Australian wool industry; and increase demand and market access for Australian wool.
Merino wool provides stability, resilience, softness and luxury to the tailoring industry. The fibre has long been a favourite of designers, but younger consumers, born in an era of ‘disposable’ fashion know too little about the natural benefits.
Wool is a 100 per cent natural and renewable fibre. Sheep live on grass, water, fresh air and sunshine. Wool is a fibre that is grown – not man-made. Every year sheep produce a new fleece, making wool a renewable fibre source.