The Woolmark Company has launched a new campaign to educate consumers about the environment impact of synthetic fibres off the back of new research from the company.
The campaign, called ‘Wear Wool, Not Fossil Fuel’, uses provocative imagery to visualise the relationship between synthetic-based garments and the crude oil used to manufacture them, while promoting natural fibres instead.
In a 60-second video, a group of people struggle to get out of an oil-filled swimming pool, which The Woolmark Company said was a nod to an insight that every 25 minutes an Olympic pool’s worth of crude oil is used to produce synthetic clothing, amounting to almost 350 million barrels per year.
Its research also highlighted that eight in ten people still don’t know that synthetics are derived from fossil fuels, which its campaign aims to address.
“While synthetic materials currently represent 65 per cent of all fibre use, that number is expected to increase to 73 per cent by 2030,” commented John Roberts, Managing Director, The Woolmark Company.
