The Campaign for Wool
10th Anniversary Scarf
This year marks the 10th anniversary of HRH The Prince of Wales’s Campaign for Wool - a global, cross-industry initiative that promotes the benefits of natural, renewable and biodegradable wool fibres in protecting the planet and marine life. To celebrate, we joined forces with luxury sustainable womenswear brand Mother of Pearl to create a Campaign for Wool Limited Edition Scarf. All profits outside of covering production and fulfilment costs will go directly to The Prince’s Foundation’s Future Textiles initiative and an apprenticeship at Johnstons of Elgin.
A SPECIAL BLEND
A luxurious blend of wool fibres, from four of the leading wool-growing countries associated with The Campaign for Wool, was created exclusively for this project. The scarf comes in three colour options, with each reflecting at least one of these countries.
The Murray
The Elgin
The Derwent
‘The Elgin’ features the soft, pink heather hues synonymous with Scotland.
The blue tones of ‘The Derwent’ reference rivers of the same name located in England’s Lake District, Australia and Cape Town. The natural shades of ‘The Murray’ give a nod to the major sheep stations of Australia and the country’s meandering Murray River.
HRH THE PRINCE OF WALES
The project was conceived by HRH The Prince of Wales to remind people of the value and sustainability of wool.
It is important to remind people of how valuable and sustainable wool is as a fibre and as a natural material. Wool is a product that the most brilliant boffin in the most hi-tech laboratory could never create. By investing in nature as the true economy we have an incredible opportunity to reinvigorate sustainable industries. Wool’s sustainable and biodegradable properties provide a unique natural option for us all to reassess for environmental values and purchases. We need to put nature at the heart of how we operate and to evolve our economic model, putting people and planet at the heart of global value creation. The only limit is our willingness to act, and the time to act is now, and we can all make a difference- HRH The Prince of Wales
A CONSCIOUS COLLABORATION
This unique design was created in collaboration with sustainable fashion brand Mother of Pearl. The brand’s Creative Director Amy Powney is described as one of the British fashion industry’s most ethically conscious emerging designers, vocally and actively championing for sustainability and positive change.
‘This project brings together education today in the importance of sustainable fabrication and processes along with giving back to education with profits supporting apprenticeships for the new future generations,’ she said.
Amy said the starting point for the scarf’s design was the classic Prince of Wales check with a twist.
I hoped to merge classic with modernity, to celebrate what we should take from the past and what we need to do to safeguard our future.- Amy Powney, Mother of Pearl Creative Director
PRESERVING TRADITION
The Prince's Foundation's Future Textiles initiative began in 2014, intending to breathe new life into the UK's fashion and textile industry. The initiative helps preserve traditional craft skills such as sewing, weaving, knitting, pattern cutting and hand-embroidery, by providing workshops and full-time training programmes to school pupils, teachers and those looking to gain employment in the industry. To date, more than 6,000 people have benefitted from Future Textiles programmes.
THE BEST OF WHAT WOOL CAN DO
Johnstons of Elgin’s CEO Simon Cotton described the scarf’s unique blend of wools from across the Commonwealth as showcasing the best of what wool can do.
He added, ‘His Royal Highness has been a huge supporter of wool and has conceived this project to celebrate the 10th anniversary of the Campaign for Wool, and to really celebrate what wool can do as a biodegradable and fully sustainable fibre which is a wonderful thing for us to be involved in. We are a massive investor in Modern Apprenticeships, we are the largest provider in the UK textile industry and have received the Investors in Young People Gold Award for continually investing in the next generation and making sure those skills go on right into the future.’
THE CAMPAIGN FOR WOOL
The Campaign for Wool was launched in 2010 to educate consumers about the benefits of wool, promote wool-rich products and help to support and grow the wool industry. Run by a coalition of industry groups convened by HRH The Prince of Wales, the campaign works to engage consumers through fashion, interiors, artisan and design-lead activities, centring around Wool Week each year.
Johnstons of Elgin have been constant and enthusiastic supporters of The Prince of Wales’s campaign since its inception. They are seen as a shining example of wool manufacturing at its finest, always innovative and producing pieces of the highest quality. In his steadfast championing of wool and the wool industry, it is fitting that His Royal Highness should select Johnstons to manufacture the Campaign’s 10th anniversary scarf.- Nicholas Coleridge, Campaign Chairman
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