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Beyond the Bale : September 2010
The Campaign for Wool set for launch FAST FACTS l The Campaign for Wool is a major initiative that will help promote the natural benefits of wool to consumers in key northern hemisphere markets. l His Royal Highness The Prince of Wales has agreed to be the patron of the Campaign for the next five years. l Key fashion brands and retailers are supporting the Campaign in 2010. 4 SELLING MORE WOOL September 2010 BEYOND THE BALE His Royal Highness The Prince of Wales giving his support to the Campaign for Wool at the National Wool Museum in Wales. T he 'Campaign for Wool' -- a major promotion to key consumer markets -- will officially announce designer partnerships and Wool Week activities to the international fashion media in September during London Fashion Week. The Campaign, initiated by and with patronage from His Royal Highness The Prince of Wales, is supported by a coalition of international industry groups who are united by a common goal to educate consumers about the value and natural benefits of wool. The Prince of Wales, himself a sheep farmer at his Highbury Estate in Gloucestershire, is urging consumers to consider wool as an alternative to synthetic 'landfill fibres', and embrace wool as the natural fibre for a sustainable future. The initiative is funded by Commonwealth wool bodies AWI, British Wool Marketing Board, International Wool Textile Organisation (IWTO) and New Zealand woolgrowers. The Campaign will get into full swing in September during the UK's Wool Week, a retailer-led promotion on High Streets across the UK, which celebrates the versatility of wool in fashion, interiors, bedding and building insulation. Wool Week will begin with Saville Row in London being greened and made home to sheep, with fete activities to capture the public and media's attention. Across the UK, there will be window displays featuring wool, shop sales staff will be trained about wool's natural benefits, and in-store wool events for customers will be held. Senior Vice-President of IWTO and AWI consultant Peter Ackroyd, who is