Australian Wool Innovation launches "Wear Wool, Not Waste" campaign promoting wool's environmental benefits over synthetic fast fashion.

Australian Wool Innovation (AWI) has launched the 'Wear Wool, Not Waste' campaign to promote wool's environmental benefits over synthetic fast fashion. Following the success of its previous campaign, it emphasizes wool's natural, renewable, biodegradable, and recyclable qualities. AWI CEO John Roberts describes it as a call for consumers and the industry to reconsider fiber choices. The initiative also includes 'Filter by Fabric' to improve fabric composition transparency in shopping.

September 29, 2024
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