Nothing Wooly About Prince's Campaign!

HRH The Prince of Wales is the man! Proudly standing up for British wool as a sustainable, natural product with excellent resilient and fire-retardant properties he hopes the project will show off the qualities of British sheep fibre for fashion, furnishings and flooring.


A major promotional campaign was launched yesterday (26th Jan 2010) by HRH The Prince of Wales. The Wool Project is his initiative to bring the natural and sustainable attributes of wool to the attention of textile buyers, retailers and ultimately the consumer.
Gathering over 130 textile stakeholders from the world of wool including merchants, scourers, spinners, weavers, manufacturers and major retailers and also icon designers, HRH The Prince of Wales gave the keynote address and explained why he believes it to be the fibre that can add immense value to both fashion and interiors.
The interest in wool originated in discussions with tenants on his estate who outlined the poor return for the shorn fleece. Wool is a historic fibre that has long supplied the carpet manufacturing and upholstery industry but competition from man-made fibres impacted on the price of wool globally and present generations have little understanding of the real natural benefits of wool. He explained clearly the issues faced by sheep farmers that make little or no money from wool when their shearing costs are often more than the price they get for their wool. He commented that the “The future of the fibre was looking very bleak indeed.”

“The sad truth is that around the world farmers are leaving sheep production because the price they get for their wool is below the costs of actually shearing it.”


"lovely young wooly!"

HRH is no stranger to controversy and the environmental agenda is clearly a driving passion in his projects. He referred in his address to the ministerial session of the United Nations Climate Change negotiations, where he spoke of the need to change and that by living in harmony with nature, it would be possible to improve the quality of life for an expanding world population.

Touching on the benefits of wool, he clearly believes that the carbon count which is affecting the planet is something each and every one of us can affect in a positive way. The BWMB’s Life Cycle Analysis refers in its conclusion to the fact that wool has far less environmental impact than either nylon or polypropylene and he sees this as something the industry should explore.

He encouraged people to think twice about “the seemingly trivial decision about whether to buy a wool carpet or its manmade alternative, or the decision to buy a wool coat as opposed to a polyester jacket.”

The fire safety aspect of wool is, he believes another major asset that is overlooked by the everyday consumer – well-known to the contract and hospitality industry, where wool is considered the safest fibre for carpet due to its high ignition rate (600 degrees) and its natural flame retardant qualities. The Chief Fire and Rescue Adviser , Sir Ken Knight informed HRH that he would rather send men in to a wool carpeted house because it is more fire retardant and emits less fumes.

Nicholas Coleridge, managing director of Conde Nast, the global publishing company behind titles such as Vogue, is a Wool Project member and also presented to the attendees, he commented, “We want to thrust wool into the public consciousness.” Then, he laid out plans for a major push later in the year which he titled the ‘Wool Week’ which would see the retail world promoting wool in-store supported by POS and PR.


"...and then she said... 'Baaaa'"

The aim is clearly to promote the use of more wool, make it fashionable and better understood, so that consumers are buying with knowledge. And can understand better how their choice makes a difference.

The main wool organisations from around the world have also joined together to back The Wool Project and to promote wool generically. The Prince said, “The wool industry is truly international and I am glad that the Wool Project is now a partnership that includes the wool-growing organisations of Australia, Britain and New Zealand.”

Ian Hartley, CEO of the BWMB commented, “Wool clearly needs to be better understood, regardless of its brand or origin and wool prices have suffered globally not just in one area. This is an excellent opportunity for wool and we are delighted about it.”

The Wool Week will be held during September and the Wool Project will release further plans during the coming months.

Watch the video of the launch:



(issued by Bridgette Kelly, Press and PR Manager at the British Wool Marketing Board)