The Woolmark Company has launched a ‘Filter by Fabric’ initiative in a bid to tackle misleading product descriptions.
The Australian wool peak body claimed descriptive terms such as ‘silky’, ‘mesh’ and ‘fleece’ are misleading when describing items that are not made of the fabrics they reference. This includes synthetic materials that are used to mimic natural fibres in clothing.
The Filter by Fabric initiative is targeting fashion brands, retailers, publishers and content creators to use accurate names and words to describe fabric composition.
A dozen local and international brands have already pledged their support for the campaign, including New Zealand fashion designer Maggie Marilyn, and Australian designer brand Albus Lumen.
International fashion brands that have signed include Benetton, Cubus, Saul Nash and Lagos Space Programme.
“We need to clearly communicate the composition of fossil fuel-derived fabrics to prevent consumer deception,” The Woolmark Company managing director John Roberts said.
“This simple, lasting action could initiate a significant transformation in the industry, encouraging transparency, responsibility, and mindful consumerism.
“Educating consumers is crucial for them to understand the importance of the information on apparel labels, similar to how they interpret food nutrition labels or appliance energy ratings.”
The Woolmark Company is a global not-for-profit peak body for the wool industry, operating in Australia.