Sydney – The Woolmark Company has launched a campaign to raise awareness of the performance benefits of Australian Merino wool.
Entitled Live and Breathe, the campaign hopes to remind consumers that Merino wool’s natural qualities – including breathability and odour control – make it an ideal material for athleisure wear. Australia produces 90% of the world’s apparel wool, making it a powerful force in changing the way consumers buy wool products.
An accompanying ad was created for the global wool authority by TBWA\Sydney, and takes aim at our modern obsession with synthetics. Set in a speculative future, the protagonist navigates a world that has forgotten the benefits of natural textiles, where people wear artificial clothing created from the coats of synthetic sheep. Finally, the woman discovers a natural environment populated by real sheep, away from the dystopian cityscape.
To discover more natural materials that could overthrow our fixation with synthetics, read our round-up from H&M Foundation’s Global Change Award.