SHEAR BEAUTY Bridgette Kelly, from the British Wool Marketing Board


(BWMB), explains why wool is a great environmentally- friendly choice in a contract environment.


The wool industry is not always the type to blow a fanfare of trumpets to herald the many benefits of wool.


It has been


appreciated for centuries for its beauty and essential aesthetic values; its superb handle and uncrushable drape define it and, of course, it is known for its cosy warmth too.


However, the generation of environmental resourcefulness is now upon us. We are constantly reminded that we need to be more energy efficient; the more heat we use, the more carbon we produce leading to more greenhouse gases. We also need to be more resourceful and careful about what we throw away as our landfill sites are filling up fast. We need to stop draining the precious fossil fuels as the resources are dwindling and finite and, by extruding oil to feed a population’s hunger for possessions, we leave less for essentials like transport and heat. These are not five-minute fly-away concerns - they are cursed, earth changing legacies for generations ahead.


EMBRACE NATURE So many challenges...but the answer is simple, as The Prince of Wales realised when he initiated his Campaign for Wool in 2010 to promote the fibre’s natural, renewable and biodegradable story. The Prince urged us to look at what nature has already provided. Wool is time-served and regarded by the global textile industry as being the superior choice fibre for flooring and interiors.


As the British Wool Marketing Board understand, due diligence is vital now. Independently assessed for its environmental impact, British Wool has the important accreditation provided by ISO 140402006 and 14044-2006. The additional British Wool Best Management Practices Study outlines that British sheep are reared to a very high standard, which places the welfare of the sheep and the countryside before levels of productivity.


Tim Booth, Marketing Manager at the BWMB, said: “We have invested in


42 | NATURAL MATERIALS


environmental studies and data to help the industry meet the environmental agenda, and also to benchmark our organisation and set standards.”


PREMIUM LABEL


PARTNERSHIP Additionally, in July this year the BWMB introduced its Premium Label partnership, aimed at manufacturers that want to promote a higher level of British Wool within their carpet, rugs and other products. This includes their new Gold label for 70% or more British Wool within the wool content of the product and the pre-existing Platinum label which shows that the wool content is 100% British wool. This provides an excellent base from which to promote the authentic British Wool story and its unique natural assets.


It has taken the textile industry many years to be as probing on the assets of their ingredients as the food or even for example, the automobile industry but as the natural and environmental market has grown significantly, so has the interest from diligent consumers and the manufacturers are now looking at fibre content in greater detail.


Essentially, the type of wool used is a critical decision for spinners and manufacturers; it will influence texture, its colour, the product’s price and its ultimate performance. British Wool grown on sheep breeds in the UK has long been regarded as the world’s strongest wool. Chosen for hotels, casinos and cruise liners etc, commercial buyers understand that it is a seriously wise investment, being robust and resilient due to its bulky nature which simply refuses to flatten.


“British Wool is just a fantastic choice for flooring as it will maintain good appearance long after other fibres have flattened,” Tim continued.


COMPLEX STRUCTURE But if British wool is considered the strongest wool, why is natural wool


www.tomorrowscontractfloors.com


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