Woolmark has released the second chapter of its environmentally-focused global campaign titled Wear Wool, Not Waste.

It highlights the environmental benefits of wool and “comes at a time when legislative changes are being introduced to curb the rise in throwaway fashion culture, which has been driven by cheap, synthetic clothing”.

Synthetic clothing — first introduced around 200 years ago — is predicted to account for 73% of total fibre production globally by 2030 but Woolmark said the average polyester product is likely to “survive in landfills for more than 200 years”. 

Built on the idea that “every synthetic garment ever made still exists in some form, the campaign centres around a 60-second film showing people rushing to escape a zombie invasion of the old synthetic clothes that still haunt our planet to this day”.

Woolmark MD John Roberts said that “Wear Wool, Not Waste is more than a marketing campaign, it’s an urgent call to citizens and the industry at large to re-evaluate fibre choices. Merino wool is inherently natural and renewable and has the potential to be a transformational solution to fashion’s impact problem. It offers a versatile, biodegradable, recyclable, and long-lasting solution — one that aligns with nature rather than working against it.”

One of the campaign’s key messages is about consumer awareness. With a third of people admitting they rarely check fabric composition when purchasing online.

Woolmark also said that research shows wool garments are three times more likely to be donated than garments made from other major fibres. It added that “this impressive donation rate is further highlighted by the fact that wool, which currently represents about 1% of global virgin fibre supply, has historically achieved a donation rate of 5%. This far exceeds its share in the fibre market, emphasising wool’s value in advancing a circular economy”.