Environmentally assured Australian Merino wool Today you cannot make a decision without thinking of the repercussions for the environment. This goes for lifestyle decisions regarding your food, car, plane ticket - even your clothing. 
We are all aware of the current and growing concerns regarding climate change, the environment, carbon emissions, our own ecological footprint, and local and global impact. • ‘Green’ fashion is growing in popularity throughout the western world
• Iconic brands and new companies are opting for textiles that leave a minimal ecological footprint But where does Australian Merino wool fit in this story? The swing towards eco-friendly products brings opportunities for the global textile industry, and for their part, Australian woolgrowers. After years of rampant consumerism, active and informed consumers are insisting on greater integrity and authenticity in the products they buy. Research conducted by AWI strongly supports the importance of this emergent sector. A sentiment survey of 22,000 consumers in 11 key markets indicates a significant consumer market segment with a preference for natural, organic products. UK retail giant Marks & Spencer recently announced a five-year, £200 million eco-plan that forecasts that organic wool and cotton apparel sales will triple. “What about organic Australian Merino?” We are often asked this question by retailers and suppliers and our reply is simple. What do you mean when you say “organic?” Because if you mean a totally natural and renewable fibre, that is grown and harvested with very little or no use of synthetic chemicals, then we have that already. AWI does not use terms like “eco” and “organic” simply because our fibre is made naturally from the combination of sunlight, water and grass. Australian Merino wool is completely natural, biodegradable, sustainable (NBS), and authentic, making it an ethical choice for consumers. Naturally Australian Merino: It comes with the Territory Merino is a naturally luxurious and high performance fibre that has evolved over millions of years to create the most effective all-weather protection against the elements known to man. Nature designed the Merino fleece to protect from the wind, rain, and in Australia’s case, extremes of our fierce summer heat and sunshine, and alpine cold. No man made fibre can come close to replicating Merino’s naturally occurring combination of attributes.
Natural • Australian Merino wool has excellent ‘natural’ credentials
• It is a renewable, biodegradable protein
• More than 99% is produced in extensive grassland terrain
• Little or no synthetic chemicals are used in the production of Australian Merino wool
• The very small amount of chemicals used on wool are for the benefit and health of the animal
Biodegradable • Australian Merino is extraodinarily durable, it will degrade and return to its component elements
• The natural fibre is made from protein, similar to that found in human hair
• Easily decomposes back into the earth, unlike most synthetics such as polypropylene which takes thousands of years to decompose
Sustainable
• Australian Merino is a sustainable resource
• Every year a new fleece grows upon the sheep’s back and can be removed without harm to the animal
• Made from the simple combination of sunlight, water and grass Retailers, brands and consumers are looking for reassurance that wool textiles can substantiate their “natural” claims past the farm gate. Australia has the most transparent and one of the most highly developed wool fibre marketing systems in the world - Verification of Australian Merino.
Verification of Australian Merino (VAM)
Australian woolgrowers are constantly looking at better practices to care for and protect their sheep and the environment, and are actively engaged in: • The creation and adoption of best practice production methods
• Environmentally responsible processing
• Supply chain transparency AWI offers a ‘Verification of Australian Merino’ which allows businesses to certify and promote the origin of the fibre, and therefore its natural credentials to customers. The program allows retailers to highlight the authenticity of Australian Merino wool garments, thereby giving consumers the natural assurance - a factor that has been identified as a key consumer driver. • The VAM supply chain integrity offer is the world’s best wool textile traceability system
• Verification relies on rigorous independent testing from the wool off the sheep’s back to the finished garment
• AWI has already verified over one million garments made from Australian Merino wool
Wool - from fleece to fabric
AWI has engaged the Australian Commonwealth Scientific and Industrial Research Organisation to conduct independent research on the “Environmental Pathway” - the processes required to transform wool from fleece to fabric. AWI will work in countries such as India, Bangladesh and China to look at improving the wool textile production and corporate social responsibility practices from chemical, dye and energy use to ethical labour practices. Australian Merino wool is the premium natural fibre solution. Consumers can buy authentic, natural Australian Merino with confidence, knowing it is the eco-friendly choice.
[top]
|
