The Woolmark Company is making weaves with its latest Wear wool, not fossil fuels campaign.
The aim of the spot is to promote the wool industry and raise consumer awareness on the petrochemical origin of synthetic fibres.
However, it is important to remember that today, all of our textile supply chains are fossil fuel intensive. Raw materials with natural origin are not produced from oil, but let us not forget that other stages linked to their transformation can be very dependent on it (notably the dyeing and finishing processes).
If the search for exemplary raw materials is a real challenge, let’s keep a holistic view of the chain!