We the undersigned believe that:
1. In the world of contemporary fashion and retail, WOOL, together with the skills, crafts and labour involved in its production, is currently being devalued through widespread misuse of the words and qualities associated with it.
2. Consumers are being misled, and ignorance about WOOL is being promoted, through spurious branding, marketing and product descriptions.
We agree that:
1. A garment should not be described as ‘wool’ or turn up with the search-term ‘wool’ or ‘wool rich’ unless its sheep’s wool content is more than 50%.
2. A garment with a sheep’s wool content of between 20% and 50% should only be described with the term ‘wool mix’ or ‘wool blend’ (ie not ‘wool’ or ‘wool rich’).
3. The word WOOL should refer to sheep’s wool only, and there should be a clarification of trading standards to distinguish between different animal fibres (angora, alpaca, cashmere, and so on) which also possess their own unique properties, qualities and cachet.
4. When a garment’s fabric is composed of mixed fibres with a sheep’s wool content of less than 50%, the word YARN should be used in place of wool when describing its composition.
5. Constituent fibres of a fabric should always be listed in proportionate, descending order on a garment label, and only the first two constituent fibres should be used in the product title, marketing, or description (eg, if a garment is made up of 50% viscose, 30% cotton, 20% polyamide, 5% angora and 5% wool, only viscose and cotton should be used in the product title, marketing, or description.).
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