The Woolmark Company: The threat in our threads

The Woolmark Company, the authority on Merino wool, grew awareness of the environmental impact of synthetic fabrics via a global outdoor campaign that repositioned them as fossil fuel.


This is the story of one of fashion's dirtiest secrets. An insidious trend that's been rapidly gaining pace in the last few decades.

By 2030, 80% of all clothing in the world will be made from synthetic fibres. What many don't know is that synthetic fibres are made from crude oil. The very same crude oil whose extraction is responsible for habitat destruction, toxins in our soil and polluted waterways.

The Woolmark Company have been monitoring the synthetic invasion with concern. While these harmful fibres proliferate, wool is falling out of fashion. Pretty soon it will account for only...

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