The production of clothing and footwear is responsible for 10% of global greenhouse gas emissions. More than all international flights and maritime shipping combined. Not cool.
Thankfully the fashion world is starting to wake up. Brands are falling over themselves to justify the sustainable creds of their processes and materials – bleating on about garment wear life, end-of-life solutions and circularirty advancements – and that includes the nasty one’s made from plastic!
But there’s one fibre that’s designed by nature. Wool. 100% natural, 100% recyclable and 100% biodegradable. The whole process from wool production (i.e. sheep), to its capacity to be recycled many times, to putting it back in the ground to grow crops for the sheep is a completely circular process.
Working together with Eco-Age, Lambda Films and the Woolmark team in Australia our campaign is a call to designers and manufacturers to lead and not follow when it comes to selecting fibres; promoting the complete lifecycle of wool and it’s benefits to protecting the planet. Baa, baa baa…