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. Merino wool is inherently natural and renewable and has the potential to be a transformational solution to fashion's impact problem.
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 for almost two centuries and is likely to survive in landfills for another 200 years.
The haunting film by the Woolmark team wraps up with a brighter and more colorful scene, revealing a young woman dressed in a white wool dress, peacefully strolling among a herd of sheep, celebrating the 'clean' value of wool as a fabric.
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