Since its launch in 2010, The Campaign for Wool has created a new demand for wool on an international scale, over the years the campaign efforts have resulted in an outstanding threefold increase in the price farmers receive for their wool. This year, the Prince’s Charities Campaign for Wool will introduce the first Canadian Wool Week from September 29 – October 4, in Toronto. Wool Week is supported by founding Canadian retail partners Holt Renfrew, Joe Fresh and Pink Tartan.
The Campaign for Wool is a global endeavour initiated by The Prince of Wales to raise awareness among consumers about the unique, natural and sustainable benefits offered by wool. The Campaign runs in 12 different countries including France, Australia, Japan the United States and, as of this year, Canada.
“The Prince of Wales kicked off The Campaign for Wool in Nova Scotia during May’s Royal Tour and we are thrilled to follow-up with the launch of the first Canadian Wool Week in Toronto,” says Matthew Rowe, Manager of Operations & Partnerships for Prince’s Charities Canada. “With His Royal Highness’ support, The Campaign has grown into a global success story which helps farmers by educating consumers from New York to Tokyo about the wonders of wool”.
Once again Prince’s Charities Canada has enlisted Kaiser Lachance Communications to provide media support for the organization and Canadian Wool Week. The purpose of the campaign is to encourage collaboration between an international community of woolgrowers, major fashion designers, retailers, manufacturers, artisans and interior designers. Bringing a fashion focus to the campaign has resulted in awareness of the product not only as a sustainable fabric, but also has reconnected consumers with its many uses – from luxurious fine merino knitwear to fire-retardant insulation for the home.
Campaign activities will celebrate wool in all its forms. Wool week kicks off September 29th and all details can be found at http://www.campaignforwool.org.