Woolmark – the world’s most popular textile brand and the exclusive authority on Merino wool worldwide has launched a new campaign called “Wear Wool, Not Waste”. Exposing the dark side of fast fashion that can lead to the “apocalypse” of the Earth, the brand calls on users to use wool products for the purpose of protecting the environment.
Realizing that fast fashion is promoting the “throw away” behavior of users after only 1-2 uses and that synthetic garments after being discarded still exist for hundreds of years, Woolmark has started joined hands with Advertising Agency 20something and production company Park Village, along with the participation of directors Sil van der Woerd and Jorik Dozy from Studio Birthplace to produce the TVC “Wear Wool, Not Waste”.
Inspired by the horror movie The Last of Us, TVC “Wear Wool, Not Waste” took viewers into a fantasy world where the Earth entered the apocalypse. The image of clothes made from synthetic fabrics suddenly turning into zombies flooding the streets and attacking vehicles made a strong impression on the audience right from the first scenes. Panic and obsession take over as these zombie “creatures” spread everywhere like a malicious virus. Woolmark’s horror film ends with a brighter scene with the image of a woman wearing a white wool dress, gently walking among a flock of sheep.
Through this apocalyptic-inspired campaign, Woolmark wants to highlight the benefits of Merino wool as a natural, renewable, biodegradable fiber with one of the highest recycling rates in the world. . This campaign was carried out by Woolmark in the context of the world’s efforts to change laws to limit fast fashion – the trend of favoring clothes made from cheap synthetic fabrics that has developed over nearly two centuries. According to estimates, these clothes can exist in landfills for about 200 more years before decomposing.
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Woolmark is the exclusive authority on Merino wool globally
Mr. John Roberts – CEO of Woolmark shared. “Merino wool is natural, renewable and has the potential to be a groundbreaking solution to the negative impact the fashion industry has on the environment. It offers a sustainable solution over time, biodegradable, recyclable and works with nature instead of against nature.
Clothing products made from synthetic fabrics can last hundreds or thousands of years
“Wear Wool, Not Waste” is not only a marketing campaign, but also an urgent call to consumers and the entire fashion industry to re-evaluate fabric materials. Because according to research, every 3 people One person admitted they rarely check fabric ingredients when buying online. Executive Creative director of advertising company 20something Will Thacker said: “It’s been nearly 90 years since the first synthetic fiber was created, and it’s worrying that every synthetic item ever produced still exists and haunts our planet to this day. Today, whether in landfills or manifesting as microplastics, they are everywhere.”
The campaign extends the ‘Filter by Fabric’ initiative
The “Wear Wool, Not Waste” campaign continues to extend the “Filter by Fabric” initiative launched by Woolmark last year. Accordingly, the Brand calls on businesses in the industry to stop using unclear language on product packaging. Instead, brands should use accurate fabric descriptions in product names and on E-Commerce sites. This helps shoppers make more informed choices. Since its launch, the initiative has attracted thousands of commitments from industry organizations such as Copenhagen Fashion Week, No More Plastic, Plastic Soup Foundation, as well as global brands such as Reformation and Benetton.
Woolmark urges brands to use clear language on packaging to describe fabric composition
The campaign is in line with Woolmark’s broader mission of positioning wool as a key solution to the negative impact the fashion industry has on the environment. This is a vision encapsulated in the recently launched Woolmark+ Roadmap – a program aimed at driving the industry towards a nature-positive future. In July, Woolmark also unveiled its first recycled wool specification.
Conclusion:
With bold ideas and unique expressions, the footage of “Wear Wool, Not Waste” serves as a wake-up call to viewers about the encroachment of clothes made from synthetic fibers on Earth. Through this campaign, Woolmark successfully conveyed the message about the practical benefits of wool for the environment, while also spreading the “Filter by Fabric” initiative – when products’ ingredients are described. exact fabric so users can easily identify and make the appropriate choice.
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