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Royals Launch Campaign to Promote Wool
Listed under: News
Published: Tuesday, January 26, 2010
One of the country's most well-loved members of the Royal Family will be showing his support for the knitting industry this year, with the launch of a new campaign to highlight the importance of helping British Sheep farmers boost the price of wool nationwide.
The Prince of Wales will be fronting the project, which will see a number of the country's top retail outlets, including John Lewis and Marks and Spencer, heavily increase their promotion of yarn. The initative will also include the establishment of an official wool week, which will take place in September, prior to London Fashion Week, later this year.
The project comes as the value of British wool continues to fall to new lows, seeing it drop from 93p per kilogram in 1997 to just 66p last year. Prices have been particularly hard hit by the market in New Zealand, which has seen the value of its wool reach its lowest level for 50 years.
This is not the first time the Prince has highlighted the need for businesses to support the promotion of British wool – a matter particularly close to his heart due to his own flock of just under 200 Lleyn and Hebridean sheep.
In the past, farmers could expect their annual takings to cover the cost of feeding their sheep for a year but, with the average fleece now weighing just 1.5 kg, last year saw the majority of British producers make just under £1 per fleece, with no profit at all from their wool.
Speaking to the Times Online, Nicholas Coleridge, managing director of Condé Nast publications, who will have the pivotal role of enlisting retailers, designers and manufacturers to help support the cause, explains, “We want to make wool something desirable, so it will affect its prices. The plan is to try and overturn some myths and to talk up its beauty as well as its eco-benefits. This way we hope to re-awaken the interest in wool.”
He adds, “We must also destroy the myth about synthetic carpets being more fire-resistant than woollen ones. Nine out of ten out-of-town sales assistants will say that, but it’s wrong. Wool is more resistant.
“The secret is to make wool look sleeker. It does not always have to be used in a great big Arran sweater. I wear woollen suits and jumpers at the weekend, as well as in the office,” he concludes.
The Prince of Wales will be fronting the project, which will see a number of the country's top retail outlets, including John Lewis and Marks and Spencer, heavily increase their promotion of yarn. The initative will also include the establishment of an official wool week, which will take place in September, prior to London Fashion Week, later this year.
The project comes as the value of British wool continues to fall to new lows, seeing it drop from 93p per kilogram in 1997 to just 66p last year. Prices have been particularly hard hit by the market in New Zealand, which has seen the value of its wool reach its lowest level for 50 years.
This is not the first time the Prince has highlighted the need for businesses to support the promotion of British wool – a matter particularly close to his heart due to his own flock of just under 200 Lleyn and Hebridean sheep.
In the past, farmers could expect their annual takings to cover the cost of feeding their sheep for a year but, with the average fleece now weighing just 1.5 kg, last year saw the majority of British producers make just under £1 per fleece, with no profit at all from their wool.
Speaking to the Times Online, Nicholas Coleridge, managing director of Condé Nast publications, who will have the pivotal role of enlisting retailers, designers and manufacturers to help support the cause, explains, “We want to make wool something desirable, so it will affect its prices. The plan is to try and overturn some myths and to talk up its beauty as well as its eco-benefits. This way we hope to re-awaken the interest in wool.”
He adds, “We must also destroy the myth about synthetic carpets being more fire-resistant than woollen ones. Nine out of ten out-of-town sales assistants will say that, but it’s wrong. Wool is more resistant.
“The secret is to make wool look sleeker. It does not always have to be used in a great big Arran sweater. I wear woollen suits and jumpers at the weekend, as well as in the office,” he concludes.
