Comprising of six 15-second videos, all narrated by Blur musician and cheesemaker Alex James, each one compares the notable differences between wool and manmade fibres – including carpets, jumpers and curtains. Promoting the tagline “choose wisely, check it’s wool”, the campaign challenges consumers to make considered buying choices. “When wool is disposed of in soil or water, it takes a very short time to break down, whereas most synthetics and plastics are extremely slow to degrade, if at all,” the organisation posted on Instagram. “Every one of us can make a difference, not just today but every day.”
“There is still a lot of work to be done,” Charles said at the organisation’s event in 2016, acknowledging that fashion designers are using more wool in their work than a decade ago. “As someone who cares deeply about the environmental impact of life and the effects on our countryside, I urge you all to continue your fantastic work to build on the great achievements of this campaign.”
Now, the campaign has taken one step further by unveiling a summer pop-up on Porthtowan Beach in Cornwall. The Wool Beach Lodge, which will be open for 10 days (running from July 3 until 13), will offer a programme of summer events celebrating the versatility and sustainability of wool in outdoor activities and sports. From surfing lessons to wool workshops, there will be plenty of fun things to pick from.