A new campaign from research and marketing company Australian Wool Innovation (AWI) has made waves globally as it highlights the importance of choosing natural fabrics over those that support fossil fuels.
The rather visceral campaign features several people emerging from a swimming pool filled with oil, stripping away their blackened clothes to reveal the more humane wool-based items underneath.
Focus is drawn throughout the video to a key message: “every 25 minutes, an Olympic-sized pool of oil is used to make synthetic clothing”.
The campaign is set to run across Australia, France, the UK and the US, and aims to jump on an increasing consumer awareness on fossil fuels and ethical clothing practices.
AWI CEO John Roberts said: “Everyone’s dead keen about sustainability… and if you want to be true to sustainability you’ve got to look at what sort of clothes you’re wearing and what’s the makeup of those garments.”
The focus on sustainability in clothing and fashion comes after The Volte revealed how fast fashion was both infringing on copyright laws and creating issues in the industry’s long-term sustainability.
