Wear Wool Not Waste

A CALL FOR

CHANGE

Every synthetic garment ever made still exists in some form.

Synthetic fibres can haunt our planet for up to 200 years. Filling up landfill and choking our earth.

Source: Changing Markets, 2021, Fossil Fashion: The hidden reliance of fast fashion on fossil fuels, p12-13.

WORLD CONSUMPTION OF MAJOR TEXTILE FIBRES

Million Metric Tonnes Per Annum.

Oil-based synthetics fuel the fast fashion industry. One cannot exist with the other.

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

1960

2023

Synthetics

3300

Natural

11,850

Driving Positive Change Together

There’s no silver bullet to the impact crisis.

Merino wool has the potential to be a transformational solution to fashion’s impact problem.
From growers, to brands to wearers, we can drive meaningful change.

Enhancing Biodiversity

73% of Australian sheep producers are currently maintaining, measuring, and enhancing biodiversity on their property.

Source: Sheep Sustainability Framework, National Producer Survey 2024.

Enhancing Biodiversity

73% of Australian sheep producers are currently maintaining, measuring, and enhancing biodiversity on their property.

Source: Sheep Sustainability Framework, National Producer Survey 2024.

Sheep & Solar Farms

Across the world, sheep are currently employed to maintain solar farms. By grazing underneath the panels, the sheep help reduce on-site fire risks and decrease the need for mechanical maintenance.

Source: Aus Gov Green Energy Regulator: March 2024. Bloomberg, How Sheep Keep Solar Farms Out of the Shade 2023.

Seamless Technology

Innovations such as seamless knitwear help eliminate textile waste in an industry dominated by synthetics.

OPTIM™ SPINNING TECHNOLOGY

Optim™ technology reduces our reliance on plastic-based clothes, offering a chemical-free, plastic-free and water-resistant fabric made from 100% wool.

Circular Systems

Wool wearers keep their wool garments longer than any other garment and donate their wool purchases more than any other fibre. This helps to slow down fast fashion and accelerate circular production systems.

1. Source: Nielsen Global Wardrobe Study, 2018.

Choosing natural fibres should be easier.

Demand the industry stops using misleading language on product names, adopts accurate fabric descriptions, and introduces fabric filters on e-commerce sites.

Sign the pledge