Business unusual is the future of wool

Federated Farmers believes the future of wool will come from turning consumers away from oil-based products by developing breathtaking innovative new uses for wool.

“Federated Farmers believes business unusual could be the future of wool,” says Bruce Wills, Federated Farmers Meat & Fibre chairperson.

“What it also shows is that instead of hanging on to the apron strings of the past, as the wool levy locked us into, we have to create our own future.

“We see a glimpse of that future in Wellington based textile designers, The Formary, creating WoJo. This revolutionary fabric comprises 70 percent strong and mid-micron wools from Wools of New Zealand, with 30 percent jute, recycled from the Starbucks’ own coffee sacks.

“It’s an inspiring twist on the adage of something new and something old.

“While the initial focus of WoJo is upholstering Starbucks’ 8,000 stores outside of the United States, The Formary has really created a whole new ecologically friendly fabric.

“With the manufacturing partnership with Yorkshire-based Camira, we have a genuine opportunity to get wool back into people’s minds for their homes, offices, schools and even public transport. Not just here but right around the globe.

“It’s easy to overlook the nearly $600 million that wool generates each year for New Zealand. Yet we feel the potential is more than five times that sum, if, and that’s the key word, we can spark wool’s renaissance.

“The Formary’s commitment to wool shows it is possible and we believe New Zealand Trade and Enterprise can see the vast potential that wool has.

“It’s this kind of joined-up approach to market and product development with the exporters, that will make consumers take that all-important second look at wool.

“WoJo is a triumphant Kiwi contribution to London’s Wool Week, which is part of HRH Prince Charles’ Campaign for Wool and is being supported by the New Zealand Council of Wool Interests.

“The Formary is in London to accept the Campaign’s Sustainable Innovation Award. As part of London’s Wool Week, Selfridges have sent two flocks of yellow sheep down Oxford Street while Savile Row closed for a day to become a farm, with two farmers decked out in Anderson & Sheppard bespoke wool suits.

“While that’s not normal working wear on-farm, it can only help benefit the perception consumers have of wool that major UK brands and retailers like Liberty, House of Fraser, Temperley of London, John Lewis, Marks & Spencer, Aquascutum, Jaeger, Pringle of Scotland, Brora and Debenhams are supporting Wool Week.

It’s about inspiring people into choosing natural wools and natural fibres over oil-based fabrics, textiles and floor coverings. Natural products are naturally better for homes and businesses,” Mr Wills concluded.