The campaign embraces carpet, clothing, fashion, bedding, upholstery, interior textiles and building insulation materials. It is being supported by all the major high street fashion chains including John Lewis, Marks & Spencer, Jaeger, Topshop, Burberry and many more. It culminates in Wool Week which runs from October 11th to 17th 2010.
Why the need for a campaign?
- Sheep numbers have fallen by 15% in the UK in the last 3 years
- It costs more to shear sheep than the price of the wool shorn
- Wool prices have fallen
- Wool less sheep are being genetically bred and farmers are opting for them
- The benefits of wool rich carpet are well known in the industry but 70% of all carpet sold in the UK is synthetic
- If only 1.5% of you who currently buy a synthetic carpet were to switch to wool, it would boost demand for wool by 2.8 million kilos
Give fleece a chance!
A wool rich carpet gives unbeatable luxury, combining softness with durability. For discerning consumers and well known contract installations, a blend of at least 80% wool is the preferred choice. Wool rich carpets grace some of the most prestigious locations and homes in the world – and it is no wonder considering the benefits of wool rich carpet:
|Resilience||It wears very well|
|Appearance Retention||It looks good for longer|
|Luxury||It is naturally soft and warm and comfortable underfoot|
|Sound||Impact sound is significantly reduced as it is absorbed|
|Insulation||An excellent thermal insulator, heat loss through the floor is significantly reduced as is heat loss from one’s feet so improving energy efficiency|
|Indoor air quality||Humidity and airborne toxins are absorbed so indoor air quality is greatly improved|
|Fire safety||Naturally fire retardant, it does not support combustion|
|Safety||Soft and forgiving, it has high slip resistance , cushions falls and reduces the potential for injury|
|Environmental properties||It is a natural product, grown on sheep grazing in open countryside. It is also a sustainable raw material as well as being biodegradable. The production of wool fibre has a lower impact upon the environment than synthetic fibres used in carpet.|
|Flexibility||Easy to dye, it produces high colour definition and lustre. It can also be blended with synthetic fibres to enhance durability.|
|Ease of maintenance||Wool is naturally ‘soil hiding’ and so appears cleaner|
|Health||Airborne dust is reduced and allergens trapped prior to removal by routine vacuum cleaning|