The Campaign for Wool reaches new heights in Australia as Melbourne plays host to Wool Week 2014

17 June 2014

For the fourth consecutive year, Wool Week has taken Australia by storm reaching dizzying new heights as retailers and designers joined forces to help spread the message to Live naturally… Choose wool. Held from May 11th- 17th, Wool Week played host to a series of events involving retail partners across the campaign, in a bid to further educate consumers about the eco-credentials of wool and increase sales of wool product.

The Woolmark Company Managing Director, Stuart McCullough said it was encouraging for Australia’s woolgrowers to see the growing number of wool and wool-rich products available within the local market place, highlighted via Australia’s Wool Week celebrations. “The Campaign for Wool and its global Wool Week celebrations not only give consumers the chance to discover first-hand the naturally inherent benefits of Australian wool, but also showcases the fibre’s versatility,” Mr McCullough said.

Following the success from previous Wool Weeks, Australian Campaign for Wool retail supporters once again became actively involved in the celebrations, with some beautiful in-store installations and window displays.

Participating brands included;
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Sportscraft
Jac + Jack
CAMILLA AND MARC
Country Road
M.J.Bale
Harrolds
Bugaboo
Gazman
Cable Melbourne
Gainsborough
Obus
Kookai
Sambag
Snowdrop Merino
Metalicus
I Love Mr. Mittens
Wool Products Australia
Workshopped
Koskela
Australian Country Spinners
Woolerina
MiniJumbuk
Rasiner
Peter Horobin Saddlery
Illawarra Feltmakers
Tasmanian Wool Centre
Toorallie

Despite a successful week of woolly celebrations, the spotlight was stolen by Fred, the Woolmark Company celebrity Merino ram. Fred, who is fast becoming a media sensation, spent the week meeting people across Melbourne and was at the centre of the social media campaign #imetfred, giving consumers a chance to win woolly prizes in exchange for sharing their photos with Fred. Accompanying Fred at “Fred-eration Square” were ewes and lambs, helping to educate and remind people of the origins of wool.

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