HRH the Prince of Wales with Federated Farmers on wool

Federated Farmers is looking forward to working on a commonwealth-led initiative being championed by HRH the Prince of Wales, to reignite wool as the fashion fibre of choice.

“Federated Farmers took the first step and contacted Clarence House last evening to express our interest in working with His Royal Highness on wool,” says Bruce Wills, Federated Farmers Meat and Fibre chairperson.

“The Prince of Wales has a similar vision for wool’s future in the 21st century.

“Wool is a fashionable, eco-friendly and durable alternative to synthetic fibres. HRH is getting leading figures on board to work with retailers, designers and manufacturers to showcase just what an ecological and versatile fibre, wool really is.

“Yet I can see HRH’s initiative having both a top-down/bottom-up dimension to it.

“New Zealand brands, like Icebreaker, have broken the ice with its treatment of wool as a fashion fibre. The marketers, led by Elders Primary Wool and Wool Partners International, are actively looking to add value by branding and marketing wools flexibility.

“Yet none of this will have cut-through unless there’s a genuine consumer movement away from synthetic fibres and back to natural fibres. That’s where the Prince of Wales leadership is so welcome. He is a person who walks the talk and wool is his personal fibre of choice.

“It’s also very important for us to join with our British farmer-colleagues in what must be a counter-revolution.

“Federated Farmers Meat and Fibre is willing to step into the breach and provide leadership to realise the opportunity this may bring. We’re perfect for this as the United Kingdom’s National Farmers Union is a kindred organisation to us.

“Wool is based on the essential truth that it is natural and renewable. Instead of generating carbon, wool stores it. Wool is nature itself. This is a revolution that truly begins in the hearts and minds of our consumers.

“The opportunity we have is immense. Synthetic carpets overtook woollen carpets, for instance, on the basis of stain-resistance and colour choice. It was convenience that wool was slow to react to. Nowadays, with Teflon coatings and modern dye technology, that advantage has vanished but to regain market share we have to tell wools compelling story.

“Just look at the rapid growth of hybrid cars which has tapped into an environmental consciousness. It’s this consciousness that needs to be turned back to wool,” Mr Wills concluded