The Woolmark Company launches ‘Filter by Fabric’ campaign
©The Woolmark Company
The Woolmark Company has launched a new ‘Filter by Fabric’ initiative to combat what it calls misleading product names confusing consumers. It found that 77 percent of people believe clothing brands and retailers should clearly disclose fabric composition. However, this vital information is often hidden, misrepresented, or undisclosed.
To assist consumers, The Woolmark Company has launched the ‘Filter by Fabric’ campaign urging fashion brands, retailers, publishers and content creators to commit to clear, honest product names that accurately communicate fabric composition. It adds that this action would equip shoppers with essential information, while also promoting transparency and accountability in the fashion industry.
The campaign also aims to encourage consumers to ‘Filter by Fabric’ when shopping by placing the focus on the fabric’s impact and empowering them to make more informed and sustainably conscious decisions.
