Why were sheep grazing on London’s Saville Row, famous for superb tailoring and the best in menswear, in October? They were part of Wool Week, the kick-off for The Campaign for Wool, a five year drive to help promote and develop the international wool and sheep industries.
The Campaign for Wool is a cross-industry initiative convened by HRH The Prince of Wales in January 2010. As a serious environmentalist, the Prince believes the natural, sustainable origin and highly technical structure of wool can offer fashion, interiors and the built environment many superior benefits. Choosing real wool – as the Prince understands – will also help to care for our planet.
The combined efforts of the leading wool organisations, industry associations and the textile industry across the world has created a campaign to promote the wonderful properties that wool offers to textiles and in doing so, help to support sheep farming as an industry and the textile community internationally.
The campaign for wool aims to reconnect people with the versatility of wool and in turn to help to support sheep farming as an industry and the international textile community as a whole. The campaign was convened by the Prince of Wales with the support of British, Australian, South African, Norwegian, and New Zealand woolgrowers. The campaign will extend globally in 2011 into Australia, France, Germany, Italy, Japan, Korea, New Zealand, and the United States.