Australian Wool Innovation (AWI) is leading the charge in meeting consumer demand for eco-friendly fibre.
Climate change is on the global agenda and beginning to penetrate deeply into many industries. It is therefore no surprise that people are looking beyond the cut, design and comfort of wool garments and towards the fibre's origins – and particularly whether it has been produced in an environmentally sustainable and ethical manner.
“There is strong evidence of rapidly growing consumer demand for products consistent with a 'lifestyle of health and sustainability' (LOHAS),” said AWI consultant, Dr Paul Swan.
“Consumers are no longer simply eating 'healthy' grown food – they are wearing clothes, using personal care products and outfitting their kitchens, bathrooms and bedrooms with healthy/sustainable products.”
Estimates are that the LOHAS product market has reached US$230 billion in value in USA alone. A recent survey carried out by AWI revealed that of the 22,000 people questioned, more than one-third prefer natural or organic wool apparel products, and 'natural' was the most positive association consumers around the globe have with the word 'wool'.
Against this backdrop, Australian Merino wool has some excellent credentials, compared to other apparel fibres.
“Australian Merino wool is biodegradable and made of keratin proteins – the same found in human skin and hair. The vast majority of the wool produced in a natural, free-range environment – on average, each Australian sheep grazes over an area of about 2 acres,” said Dr Swan.
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