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Wool Week marks its ninth year with a message of Careability, allaying consumer fears that caring for Wool is difficult, with an immersive installation in Covent Garden in October 2018

August 2018 – This October, The Campaign for Wool’s annual Wool Week will mark its ninth year with an extended programme of events and interactive consumer moments from the 8th – 21st October. The week will celebrate retailer collaborations and educate consumers around the Careability of wool, dispelling the myths, through stain removal, washing, drying and general care, highlighting that the purchase of wool products is an investment that will stand the test of time and looks as good as the day it was bought.

During Wool Week 2018 Wool Care, an interactive pop-up will be live in Covent Garden, London, on 11th and 12th October. The installation will consist of two 20ft long and 8ft wide containers, decked with wool-covered furniture, carpets and garments, and fitted with AEG washing machines showcasing how easy wool is to care for in a captivating way. The containers will highlight the versatility and innovative ways in which wool is used across different industries and applications.

Visitors will have the opportunity to interact with retailers and industry experts through a Meet the Wool Gurus series, a line-up of activities, demonstrations and initiatives designed to inspire and educate on the best ways to care for wool, with guests given wool overalls to wear and encouraged to partake in live art experiences, tackling common stains found in the home from coffee to red wine.

The Campaign for Wool has collaborated with retail partners and brands from Brora and Jack Wills to Hackett, Vivienne Westwood, Marks & Spencer, John Smedley, Walker Slater, Hobbs, Finisterre, Johnstons of Elgin, DAKS and Smalls, Brintons, Harris Tweed, Axminster, Alternative Flooring, Abraham Moon & Sons, Headlam Group and Brockway. British brand Brora and founder Victoria Stapleton has designed a limited-edition wool sweater exclusively for the campaign.

Chris George, Head of UK and Ireland Marketing at AEG has shared that “Trust is a major issue when it comes to cleaning precious wool garments, but AEG’s groundbreaking technology makes it easy to care for your treasured knitwear during the washing and drying process. During Wool Week we will help bring the ‘Careability’ message to life, demonstrating how our innovative AEG appliances are the ultimate guardians when it comes to delicate woollens”.

In addition to retail consumer promotions and events taking place around the UK, there will also be a series of craft workshops taking place at various locations. The full schedule for Wool Week 2018 will be announced in the next month with a detailed breakdown of activities, exhibition details, public workshops and retail partner initiatives.

@campaignforwool        #WoolWeek         #ChooseWool

For questions regarding the Campaign for Wool and Wool Week, images or social please contact:

Alice Nichols, Account Director,

Amy Cadden, Senior Publicist,

About The Campaign for Wool:

The Campaign for Wool was launched in 2010 to educate consumers about the benefits of wool, promote wool-rich products to a national audience and help to support and grow the wool industry. Run by a coalition of industry groups convened by HRH The Prince of Wales, the Campaign works to engage consumers through exciting fashion, interiors, artisan and design lead activities centering around Wool Week each year.

The Campaign for Wool is jointly funded by some of the largest woolgrower organisations in the world. Key nation partners include the British Wool Marketing Board, Australian Wool Innovation/The Woolmark Company, Cape Wools South Africa and Campaign for Wool New Zealand. All have shown incredible support and contributed to the global success of His Royal Highness’s Campaign for Wool since its inception.

About AEG:

About the Electrolux Group: Electrolux is a global leader in home appliances and appliances for professional use, based on deep consumer insight. We offer thoughtfully designed, innovative and sustainable solutions, developed in close collaboration with professional users. The products include refrigerators, ovens, cookers, hobs, dishwashers, washing machines, vacuum cleaners, air conditioners and small domestic appliances. Under esteemed brands including Electrolux, AEG, Zanussi, Frigidaire and Electrolux Grand Cuisine, the Group sells more than 60 million products to customers in more than 150 markets every year. In 2015 Electrolux had sales of SEK 124 billion and 58,000 employees. For more information go to

Dispelling the Wool Myths:

The Campaign for Wool has highlighted the common myths people associate with wool and dispelled these popular misapprehensions with the truths around the natural fibre. The most common myths include that wool is high maintenance, expensive to buy, uncomfortable to wear, unhygienic and too warm to wear in the summer. These have been debunked with facts that wool is easy to care, requiring less washing than other dominant apparel fibres and generally have a much longer life, making wool the perfect investment. Finer micron wools are soft to the touch and can be worn next to the skin, whilst wool’s natural breathability properties make it ideal for warmer climates, as well as performance and activewear products.

Upcoming Events

wool week image:text UK Wool Week

08.10.2018 - 21.10.2018

Wool Week

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