Retailers support woolly winter drive

Westfield, Country Road, Ginger & Smart and M.J. Bale will be among a group of industry firms to back the domestic launch of a global campaign aimed at promoting wool.

The Campaign For Wool is a five-year cross-industry initiative first launched by Prince Charles in 2010, encouraging a broad range of design sectors to promote wool as a sustainable fibre. Last year the campaign attracted over 100 fashion retail partners including Marks & Spencer, Harvey Nichols, House of Fraser, Burberry, Topshop and Pringle.

Fifteen yellow-dyed sheep made an appearance at Selfridge’s flagship store as part of Wool Week celebrations in London last October, with Jigsaw and John Lewis hosting in-store knitting classes. Retailer Liberty showcased wool-based designs from the Royal College of Art in its windows, while other major backers hosted in-store installations or launched new wool product ranges.

Australian Wool Innovation (AWI) representatives told Ragtrader the campaign will roll out in Australia at the peak of the winter retail season. The firm is encouraging major retailers to become involved, with 20 to 30 companies close to sign-off at the time of press. Participating retailers will be supplied with a special window decal to promote the campaign while other companies, like shopping centre giant Westfield, are reportedly planning to host major installations at key flagship sites.

A promotional launch hosted by the Governor-General at Sydney’s Admiralty House is slated to take place in late March.

Assia Benmedjdoub