WEAR WOOL, NOT FOSSIL FUEL

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WOULD YOU WEAR

PLASTIC?

Every 25 minutes, an Olympic-sized pool of oil is used to make synthetic clothing. Textiles - such as polyester, nylon and acrylic - are a highly reliant product group made from fossil fuel1.

Ellen MacArthur Foundation (2017) A new textiles economy: Redesigning fashion's future, p38.

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World consumption of major textile fibres

Oil-based synthetics fuel the fast fashion industry. One cannot exist without the other.

    The rise of fast fashion

    Natural
    (wool, cotton, cellulosics)

    0.9%

    Oil-based
    synthetics

    40%

    Source: IWTO Market Information Edition 17
    Global fibre production includes apparel and non-apparel.

    WEAR

    WOOL

    Portrait without oil

    NOT

    FOSSIL

    FUEL

    Portrait with oil

    BUY LESS, BUY BETTER

    100% natural, renewable and biodegradable, Merino wool can help you to buy less and buy better. Here are 4 reasons why choosing wool can help with responsible purchasing decisions.

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    01

    Check the label

    Wool clothes can be washed less often, at lower temperatures, which has a lower impact on the environment. Wool garments have the lowest water and energy use per wear, as well as related GHG emissions because they are washed significantly less frequently than similar garments made from synthetic fibres. The global wardrobe study also shows that woollens were only present in 8% of tumble dry loads.

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    01

    Check the label

    Checking the label is a great place to start and shouldn't be skipped over. It's essentially a brand's promise to you, the buyer. Choosing natural fibres over synthetic fibres can make a huge difference in protecting our land, waterways and ocean against pollution.

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    02

    Buy better, keep for longer

    Wool garments are amongst the oldest kept in wardrobes, so you know your wool clothes are made to last. A global wardrobe study shows 9% of wool clothes were purchased more than 10 years ago, compared with just 4% for polyester clothes.

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    03

    Easy to care for

    Wool clothes can be washed less often, at lower temperatures, which has a lower impact on the environment. Wool garments have the lowest water and energy use per wear, as well as related GHG emissions because they are washed significantly less frequently than similar garments made from synthetic fibres. The global wardrobe study also shows that woollens were only present in 8% of tumble dry loads.

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    04

    Think circular

    Has the garment been made to last? Is the piece a timeless classic that can be worn, reworn, repaired or recycled? If the answer is yes then you know that, in the future, less will be made, less will be bought and less will be wasted.

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    There's no silver bullet to tackle fashion's impact crisis.

    We know Merino wool is not the sole answer and we know it takes a flock to make change. Here are some key facts how wool can be part of the solution rather than the problem.

    01a
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    Carbon Storage

    Wool forms a part of the natural carbon cycle. By storing the carbon from the greenhouse gas carbon dioxide (CO2), wool prevents the gas from contributing to climate change for the time the garment is in use. All this CO2 is removed from the atmosphere for the fibre's life - from when it is used by the grass during growth, to when it is converted into wool on the sheep, through the wool product's use phase - until it is disposed of and biodegrades. For many wool garments, this period greatly extended because wool is used or recycled in a variety of textiles.

    01b
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    In contrast, fossil methane and CO2 from the burning of coal, oil and gas is an extra burden on the atmosphere as it is derived from carbon securely held underground for millions of years.

    Wool cycle

    Learn more about Wool and the Carbon Cycle >

    02
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    But carbon is
    still an issue

    We know that carbon emissions on farms is still an issue. However, when managed well, wool-growing businesses can emit very small amounts of carbon dioxide and sequester large amounts of carbon. A recent pilot study estimated that, on average, wool-growing farms were sequestering more CO2 than they were emitting by capturing and storing a net 1539 tCO2e per year.

    Meet wool-growing families who demonstrate how living on the land can, in fact, improve the environment here.

    03
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    World's most recycled fibre

    Wool garments are 300% more likely to be donated compared to garments of other major fibre types. It is the only fibre to have a well-established and commercially viable recycle pathway.

    Russell, S., Swan, P., Trebowicz, M., Ireland, A. (2016). Review of Wool Recycling and Reuse. In: Fangueiro, R., Rana, S. (eds) Natural Fibres: Advances in Science and Technology Towards Industrial Applications. RILEM Bookseries, vol 12. Springer, Dordrecht. https://doi.org/10.1007/978-94-017-7515-1_33

    04
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    No microplastic
    pollution

    Wool biodegrades readily on land and in water. Wool does not contribute to microplastic pollution. Synthetic fibres, including recycled polyester, shed microplastics which can harm ocean life.

    AgResearch, Microfibre Pollution and the Marine Biodegradation of Wool. 2020.

    05
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    Supports
    biodiversity

    Sheep are key to good soil health. Including animals in farming systems and implementing rotational grazing techniques ensures that grass is trimmed regularly, allowing it to regrow, store more carbon in its roots and support biodiversity in and above the soil. Synthetic fibres are produced through mining and oil extraction. The production of plastic-based fibres for textiles uses around 350 million barrels of oil each year.

    Ellen MacArthur Foundation (2017) A new textiles economy: Redesigning fashion's future, p38

    06
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    Sheep first

    The Woolmark Company and Australian woolgrowers work to uphold the health and wellbeing of Australian sheep, ensuring they are cared for in a way that meets the Five Domains of Animal Welfare. Industry players are encouraged to employ innovative, sustainable farming practices founded on intuitive wisdom of generations of woolgrowers.

    07
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    For people, planet
    and prosperity

    Through best-practice sustainable farming, Australian woolgrowers are able to protect and regenerate the land, care for the health and happiness of their sheep and prosper as family-run businesses, for this generation and the generations to come. Many remote, rural and regional communities continue to be supported by Australian wool-growing, with more than 60,000 Australian woolgrowers and many tens of thousands more working in the industry.

    Meet the people behind Australia's wool industry, here.

    Wool garments are 300% more likely to be donated
    compared to garments made from other major fibre types

    Russell, S., Swan, P., Trebowicz, M., Ireland, A. (2016). Review of Wool Recycling and Reuse. In: Fangueiro, R., Rana, S. (eds) Natural Fibres: Advances in Science and Technology Towards Industrial Applications. RILEM Bookseries, vol 12. Springer, Dordrecht. https://doi.org/10.1007/978-94-017-7515-1_33

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    BUY LESS,
    BUY BETTER

    SHOP WOOL
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