Campaign for Wool film explains why Wool matters

The Campaign for Wool’s 20-minute documentary ‘Why Wool Matters’ explains how wool is healthy for the planet.

“It really is of the greatest importance that we educate and inform the next generation of makers and consumers of the global benefits of using natural and sustainable resources, including wool.”

– HRH The Prince of Wales

With sustainability high on the agenda of consumers, brands and governments, the Campaign for Wool in April released a short documentary, titled Why Wool Matters, which explains why wool is the most responsible fibre to choose for the well-being of the planet.

Against a background of misleading anti-wool lobbying currently orchestrated by global giants of fast fashion, the Campaign for Wool has engaged with leading academic experts in the field of land management and carbon sequestration to demonstrate the positive contribution that wool and the grazing of sheep make to the continued well-being of the planet.

The result is a 20-minute documentary, supported by AWI, that targets consumers as well as environmental experts, farmers, the textile trade and retail buyers, educational networks and influencers.

“The role of wool and sheep in helping defend the environment, and fighting back against plastics and pollution, has never been clearer. This film, made in four continents, makes the compelling case that wool can play a crucial part in the recovery,” said the Chairman of the Campaign for Wool, Nicholas Coleridge.

Produced with the Campaign’s patron, His Royal Highness The Prince of Wales, the film emphasises the renewable and biodegradable end of life attributes of wool and the contribution the fibre can make to the circular economy, in contrast to plastic, synthetic fibres.


“Only wool provides the ultimate reassurance of sustainability.”

– HRH The Prince of Wales

“It is abundantly clear to me that we need to make changes to the way we think about the production, use and the disposal of clothing and textiles if we are going to get anywhere near to meeting the United Nations climate change goals set for the industry,” said HRH The Prince of Wales.

“A major part of that change has to be moving from a linear system to a circular one, where textiles and clothing are produced sustainably, enjoy long use, and are made using natural materials, specifically wool, which will biodegrade naturally and quickly at the end of their useful life.”

Australian woolgrower Georgina Wallace of ‘Trefusis’ at Ross in Tasmania is featured in the film alongside other woolgrowers, academics and personalities from across the globe.

“I see that we are custodians of this property, we want to see our native flora and fauna thrive and I think for the whole biodiversity of this property it is important to look after that native land, so we want to leave this property in even better order for the next generation,” Georgina says in the film.


“I think wool is such a wonderful, versatile, sustainable and clean green fibre.”

– Georgina Wallace, woolgrower

Launched in April, the film is being distributed and shared across digital and social channels and at events by the Campaign for Wool and partner organisations including AWI, and through trade and consumer media outlets.

Now entering its twelfth year, the global Campaign for Wool was initiated in 2010 by HRH The Prince of Wales to raise awareness amongst consumers about the unique, natural, renewable and biodegradable benefits offered by the fibre. Through a range of projects, events and activities, the Campaign encourages collaboration between an international community of woolgrowers, major fashion designers, retailers, manufacturers and interior designers.

Supported by AWI, the Campaign has been instrumental in educating consumers about the versatility of wool, and reconnecting them with its myriad uses – from luxurious fine Merino wool apparel through to beautiful hardwearing interior products for the home.

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