Woolmark Intros Wear Wool, Not Waste Campaign

Woolmark unveiled its latest global brand campaign – Wear Wool, Not Waste – spotlighting the environmental benefits of wool as natural, renewable, biodegradable and the world’s most-recycled apparel fiber.

The campaign – which comes as legislative changes are being introduced to curb the rise in throwaway fashion driven by more cost-effective, synthetic clothing – centers around a 60-second film that shows people rushing to escape a zombie invasion of the old synthetic clothes that still haunt our planet to this day.

“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 fiber choices,” said Woolmark managing director, John Roberts. “Merino wool is inherently natural and renewable and has the potential to be a transformational solution to fashion’s impact problem. It offers a versatile, biodegradable, recyclable and long-lasting solution – one that aligns with nature rather than working against it.”

One of the campaign’s key messages is about consumer awareness. Woolmark is aiming to educate the public on the unique benefits of wool versus fossil fuel-derived synthetics. Woolmark continues to amplify its Filter by Fabric initiative, which calls on industry to stop using misleading language on product names, instead adopting accurate fabric composition descriptions in product names and introducing fabric filters on e-commerce sites to help shoppers make more informed choices.

The Filter by Fabric initiative was launched last year and has garnered thousands of pledges, with commitments from brands such as Reformation through to Benetton, as well as industry bodies including Copenhagen Fashion Week, No More Plastic and the Plastic Soup Foundation.

This campaign aligns with Woolmark’s broader mission to position wool as a key solution to the fashion industry’s sustainability challenges, a vision encapsulated in the recently launched Woolmark+ Roadmap program for driving a nature-positive future.