HM King Charles III, Patron Campaign for Wool | Photo Credit: Lloyd Almond Productions | Location: Birkhall, 20th November 2020
The story of wool is one which is woven into the rich tapestry of this country's history.
From the booming wool trade of the Middle Ages upon which so much of the wealth of East Anglia was built, to the past 300 years in which sheep have helped shape some of our most iconic UK landscapes, wool is a fundamental part of the rural social fabric.
Even today, wool remains a natural fibre with sustainable properties unmatched by its competitors, its supporters say.
HM King Charles III
King Charles has long since supported the use of wool to combat the rapid increase in the use of synthetic fibres and microplastics which dominate modern fashion.
During his time as a student more than 50 years ago, the then Prince of Wales championed the qualities wool had to offer, a sentiment he raised in a time of emergent mass production of plastics.
Reinforcing these beliefs in 2008, King Charles initiated The Campaign for Wool.
Officially launched in 2010, the not-for-profit organisation is dedicated to supporting wool growers throughout the commonwealth.
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Campaign for Wool is partnered globally by organisations focused on wool production such as British Wool, Campaign for Wool New Zealand, Cape Wools SA and Australian Wool Innovation/Woolmark.
The Campaign aims to educate consumers about the benefits of wool, these include:
· 100% natural
· Renewable, sustainable and biodegradable
· Thermo-regulation and multi-climatic
· Natural insulator
· Air quality and noise reduction
· Hard-wearing, resilient and odour resistant
Biodegradable
As climate change becomes an increasingly prevalent issue in daily life, and the nation is encouraged to reflect on managing their contribution, wool's natural benefits cannot be ignored.
Wool's biodegradability in soil suggests that when thrown away it adds nutrients back to the earth, as demonstrated by its use as a fertiliser.
This constitutes a stark contrast to man-made fibres which are disposed of through landfill, contributing to global plant pollution and climate change.
Ocean pollution, also a significant global issue, is not negatively contributed towards by the disposal of wool fibres as wool biodegrades in water.
Conversely, man-made fibres and their microplastics which find their way into our oceans can harm wildlife and take up to 1,000 years to break down, and are starting to make their way into the food chain.
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King Charles, quoted when he was The Prince of Wales, said: "By investing in nature as the true engine of our economy we have an incredible opportunity to reinvigorate sustainable industries.
"Wool's sustainable and biodegradable properties provide a unique natural option for us all to reassess our environmental values and purchases. We need to put nature at the heart of how we operate and to evolve our economic model, putting people and planet at the heart of global value creation.
The only limit is our willingness to act, and the time to act is now, and we can all make a difference."
Synthetic
Consumers are often tempted by the cheaper prices of synthetic clothing. However, in a climate of fast fashion and mass production, Campaign for Wool aims to re-invigorate the wool industry and change the perception around wool's high prices.
Katie Allen, a shepherd at Great Cotmarsh Farm in Wiltshire and owner of Loopy Ewes which sells a variety of clothing and garments from her flock, said there was a crisis in the food system which has affected the wool industry due to competition from cheap and synthetic fibres.
"There is just too much demand for cheaply made products which is just crippling farm businesses at every level."
Campaign for Wool believes that when considering cost per wear rather than cost per item wool can become the financially viable option, due to its hard-wearing and resilient nature allowing garments to last and look better for longer.
Chairman of Campaign for Wool, Sir Nicholas Coleridge said: "Following many recent global events, farmers and wool processors still face some of the biggest challenges in manufacturing, often being left to absorb the costs of rising energy prices and reduced margins within the residential and commercial interiors and lifestyle sectors.
"Despite this, Campaign for Wool's supporters remain steadfast.
"They are the unsung heroes of tomorrow, working with small communities and farmers, bringing much-needed employment to rural areas, keeping artisanal skills alive, and creating world-class products with sustainable and transparent supply chain credentials. If only all businesses operated in this way."
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Campaign for Wool is also combatting misleading advertising of acrylic and synthetic products.
These retailers often include natural and agricultural imagery which may distract from shoppers' concerns about the fabric they are seeking.
As such, Campaign for Wool is encouraging consumers to choose their purchases wisely, to check the label and ‘Check it's Wool'.
British Wool chief executive, Andrew Hogley said: "Wool is in the global commodity market, competing against man-made, oil-based fibres.
"To address this we need to increase awareness and purchases of wool such as through the Campaign for Wool initiatives and events during Wool Month each October."
Wool Month
October Wool Month aims to celebrate beautiful wool products, to showcase the versatility of wool and to continue to educate consumers about its value.
One objective is to promote sheep farming to create textile products which are genuinely traceable and sustainable.
In 2023, with a focus on the versatility of the fibre, the key messaging was ‘Keep Warm With Wool'.
Campaign for Wool, aware of the challenging cost of living, cited research which suggested wool flooring can save up to 13% on energy costs.
Last year's event also brought about a focus on wool products to improve sleep quality.
Research suggests that wool pillows, duvets and mattresses can help to regulate changes in body temperature through its natural thermoregulation.
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Mutton Renaissance
King Charles' support for British farming and specifically sheep farmers is not limited to the Campaign for Wool.
As such, founded in 2004, the Mutton Renaissance Campaign aims to promote the consumption of the King's favourite meal.
Since its inception, the campaign has ensured the return of mutton to countless menus across Britain and aided in the availability of the meat by providing British farmers with opportunities to sell their stock.
