Wool Week UK 2013 is in full swing, and so far I have been enjoying the effort and enthusiasm put in by most participants. As a member of Team Wovember, I wholeheartedly support their cause and it’s great that the Campaign for Wool are trying in general to get more wool into the existent and problematic fast-fashion industry. The point of the Campaign for Wool and Wool Week UK is to educate consumers about wool and its unique properties. As they explain on their website, wool is natural, renewable, biodegradable, breathable, resilient, elastic, easy-case, odour resistant, a natural insulator, and more.
Therefore I was surprised to find out that Topshop created a 80/20 wool/polyamide blend jumper to celebrate Wool Week. Having a garment promoting wool week that is actually a wool-blend dillutes this educative opportunity to teach the consumers about wool and its benefits. Worse, it actually feeds common stereotypes about wool being ‘scratchy’ and ‘unwashable,’ whereas there are 100% woollen fabrics available which are both soft and machine-washable. I started asking questions on Twitter why this was. Soon the Campaign for Wool got in touch, explaining that
“At CfW we don’t ask that the garments are 100% wool. We stipulate a 80% min which Topshop have stuck to.
This still makes the garment wool-rich but allows the retailer to hit certain price points which make it an attractive item for their customers or add embellishments and details not always possible in 100% wool.
The aim of CFW is to get as many consumers aware of wool and its benefits but we find it important to take a balanced approach that makes it easy for our valued retail supporters to join and celebrate wool week.”
As some of you may know, I was invited to participate in another Campaign for Wool Event earlier this year. Wool House at Somerset House was a resounding success, and I’m sure that the message that wool is amazing has come across to the general public. Part of this was surely due to the high standard set by the Campaign for Wool: when I accepted my invitation to run darning workshops during this event, I was asked by one of the Campaign for Wool coordinators to remember that
” [a]lso, this is all about real wool – so all activity has to be with real wool. Sorry to point out the obvious but you would be amazed how often it does not register!!”
Why did the Campaign for Wool not insist on setting the same high standard for their valued retail supporters? I would like to have seen that Wool Week in particular should be a more risk-taking, daring, ambitious and inspiring cultural event, which raises the bar on what is possible and seeks to educate on the value and provenance of real woollen textiles? The 20% polyamide sweater is a half-hearted attempt at educating consumers on the value of wool; it’s a conservative and unimaginative manoeuvre which allows more wool to be utilised by the fashion industry while simultaneously perpetuating all of the myths which compromise the very position of wool within that industry.
A number of High Street retailers such as Cos and Sea Salt do offer 100% woollen outfits at a similar price point. And, indeed, Topshop also managed to do so, for example with this machine-washable 100% wool jumper currently on offer. I hope that for next year the Campaign for Wool can challenge any participating retailers and their design teams to excel themselves and to help stop misconceptions such as “an attractive item for their customers or add[ing] embellishments and details [are] not always possible in 100% wool.” Topshop have already shown that it is.
Meanwhile, if you want to celebrate Wool Week UK in true style, then why not buy one of the 100% woollen jumpers that Topshop (and other participants) have on offer?