The Woolmark Company

Eco-Age has worked with The Woolmark Company since 2017 on research, education, communications and events to understand and promote the environmental benefits of wool as a natural fibre. The collaboration has seen Eco-Age support and drive projects including the International Woolmark Prize, the development of wool.com, wool circularity and climate change research, and designer collaborations and product launches.

The Brief
The Woolmark Company approached Eco-Age to support an international consultancy and communications programme designed to raise awareness of the environmental credentials of wool and promote the use of the natural fibre across fashion and clothing sectors.

Our Work With Them

Our collaboration with Woolmark has seen us work together to produce seminal thought leadership pieces such as Forever Tasmania, challenging technical work and consumer PR within the British, European and American markets. Just some of our key projects are highlighted below.

 

Fashionsapes: Forever Tasmania is a short film drawing on the emotional connection to landscape by wool growers and the growing impact of synthetic fibres in fashion. Featuring Eco-Age Creative Director Livia Firth, the film was produced in 2018 by Andrew Morgan (The True Cost), and launched in English, Italian, and Chinese. Since its launch Eco-Age has organised high profile screenings globally and the film has received global press coverage. Fashionsapes: Forever Tasmania, a short film drawing on the emotional connection to landscape by wool growers and the growing impact of synthetic fibres in fashion. 

 

Eco-Age supported the launch of the 2019 Shaun the Sheep inspired sweater by Double Rainbouu made of 100% fully traceable Australian Merino wool in celebration of the Shaun the Sheep: Farmageddon film launch. Each sweater was embedded with two chips: one chip offers supply chain transparency and the other takes consumers to a dedicated Wool Care hub on woolmark.com. The Merino wool used to create these sweaters was sourced from 36 individual properties across Australia, including the iconic ‘Burrabogie’ farm in the Riverina, a historic wool growing region in southern New South Wales.

 

In 2020 Eco-Age organised the eighth edition of The International Woolmark Prize during London Fashion Week in February 2020. IWP is a competition that gives space to talents worldwide who explore and encapsulate the beauty of Australian Merino wool their designs, with this edition focusing on sustainability, emphasising traceability and transparency of supply chains. 

 

Eco-Age supported the media outreach for US and UK for pre and post-event coverage, with the event achieving over 528 million in reach of post-event coverage in the UK and US. Additionally, Eco-Age secured top tier talent as the presenter and judges. During the event, Eco-Age managed top VIPs, media and guest attendance and all sides of the event management – including guest list, seating, front of house staffing, backstage interviews and guest travel.

 

Eco-Age additionally provides ongoing technical support, producing brand partner toolkits to educate and engage partners across the supply chain, and ongoing strategic and technical feedback on the Woolmark.com and Wool.com platforms as well as the Learning Centre education platform.

Recent Coverage
Category
Textiles
Tags
Communications Strategy, Creative Storytelling, Events, Media Relations, Sustainability Strategy, Sustainability Training