Sydney, Australia – Cheap clothing and crude oil are more closely related than many consumers may realise. Now, merino wool company Woolmark is exposing the fashion industry’s reliance on unclean energy with the Wear Wool, Not Fossil Fuel campaign.
Based on data that claims that an Olympic pool’s size worth of crude oil is created every 25 minutes to make synthetic garments, the advertisement depicts three people attempting to escape a pool of black crude oil. ‘Did you know that about 70% of all clothes today are made from synthetics? That’s another word for oil. We’re literally wearing oil,’ say Sil van der Woerd and Jorik Dozy, directors of Studio Birthplace, one of the creative studios behind the film.
By choosing natural fabrics instead of clothing made from synthetics, consumers can reduce the fashion industry’s impact on the planet and promote sustainability in the sector.
How can fashion companies reduce their reliance on synthetic materials by embracing upcycling and using deadstock fabrics?