Australia celebrates the Campaign for Wool

16 May 2014

Australia has kicked off the 2014 Wool Week celebrations as part of the global Campaign for Wool. For the consecutive fourth year, Australian retailers and designers have joined forces to help spread the message governed by the campaign’s patron HRH the Prince of Wales, Live naturally…Choose wool.


Models and Merino rams in Hosier Lane, Melbourne
Models and Merino rams in Hosier Lane, Melbourne.
All photos: SDP Media

Coinciding with the mid-winter retail season, Wool Week – held from May 11 to 17 – played host to a series of events which involved the campaigns retail partner across the country in a bid to further educate consumers about the eco-credential of wool and increase sales of wool product.

The Woolmark Company Managing Director Stuart McCullough said it was encouraging for Australia’s woolgrowers to see the growing number of wool and wool-rich products available within the local market place, highlighted via Australia’s Wool Week celebrations.

“The Campaign for Wool and its global Wool Week celebrations not only give consumers the chance to discover first-hand the naturally inherent benefits of Australian wool, but also showcases the fibre’s versatility,” Mr McCullough said.

“The Woolmark Company is proud to partner with the global Campaign for Wool and this is the fourth consecutive year we have supported Wool Week in Australia, urging all Australians to live naturally and choose wool.”

Wool Week Australia’s focal event moved from Sydney to Melbourne, with Federation Square taking centre stage and hosting a magnificent coloured wool installation. Australian artists Chaco Kato and Dylan Martorell collaborated with the Campaign for Wool to create a giant marquee-like 10 metre x 10 metre sculpture, which hung centre stage at Federation Square’s atrium. Showcased within the sculpture were displays of wool in fashion and furniture, yarn spinning and knitting demonstrations, all of which paid homage to the campaign’s mission.

Following the success from previous Wool Weeks, Australian Campaign for Wool retail supporters once again became actively involved in the celebrations, with some beautiful in-store installations and window displays.

Participating brands include:

Sportscraft Jac+ Jack
M.J. Bale Harrolds
Bugaboo Gazman
Cable Melbourne Gainsborough
Obus Kookai
Sambag Snowdrop Merino
Metalicus I Love Mr. Mittens
Wool Products Australia Workshopped
Koskela Australian Country Spinners
Woolerina MiniJumbuk
Rasiner Peter Horobin Saddlery
Illawarra Feltmakers Tasmanian Wool Centre

The Woolmark Company celebrity Merino ram Fred, who is fast becoming a media sensation, spent the week meeting people in Melbourne and was the subject of the #imetfred social media campaign. Accompanying Fred at "Fred-eration Square" were ewes and lambs, helping to remind people of where wool begins.