Strengthening Cooperation And Promoting Pure Wool To Mark The Sustainable Development Of Wool Industry

　　 In the long river of fashion, wool occupies an important position with its unique charm and excellent quality. Woolmark, as the authoritative symbol of wool quality, has witnessed the development and transformation of the wool industry after 60 years of trials and hardships. In July this year, The Woolmark Company 2024 Pure Wool Logo Franchise Enterprise Annual Meeting and Summit Forum were held in Shanghai to celebrate the 60 years of glorious history of Pure Wool Logo. As John Roberts, the Managing Director of The Woolmark Company, said in his opening speech, after 60 years, the pure wool logo has not only become one of the most famous textile logos in the world, but also represents an innovative model in the whole industrial chain from pasture to ready to wear, witnessing the rise of China's fashion and textile industry.

　　 In view of the past, today, pure wool marks a new starting point. How will it save energy for the development of the next 60 years? An exclusive interview with John Roberts recently invited him to deeply introduce the origin and development of the pure wool logo, its profound impact on the global and Chinese wool textile industry, and the future development opportunities for China's wool textile industry.

　 　 Pure wool symbol: symbol of quality and sustainability

Woolmark Advertising in the 1960s

　　 The origin of the pure wool logo can be traced back to the 1960s, when nylon, polyester fiber, acrylic fiber and other synthetic fibers rose rapidly, bringing huge competitive pressure to the wool industry. In order to meet this challenge, William Vines, the Australian general manager of the International Wool Secretariat (IWS), conceived a unique label for wool products to ensure their fiber content and quality. As a result, the famous pure wool logo came into being in 1964, and gradually became the globally recognized symbol of high-quality wool products. In 1997, IWS changed its name to The Woolmark Company (International Wool Bureau), which was officially established for the first time.

1967 window display of pure new wool 　　

　 In the past 60 years, the brand value of the pure wool logo has been widely recognized in the fields of clothing, indoor textiles and household washing products. Today, it has become one of the most famous textile fiber brands in the world, guaranteeing the supply chain and consumers that the certified products have specific wool fiber content, and have passed strict quality tests in terms of durability, washing resistance, color fastness to light and color fastness to liquids.

Woolmark's advertisement in London in 1969

　　 Since 1964, more than 6 billion pieces of wool and wool care products have passed the pure wool mark certification program and obtained quality certification, which fully proves the influence and credibility of the pure wool mark in the world. At present, there are more than 600 pure wool logo franchise enterprises in the world, including 166 franchise enterprise partners in China. In addition to the pure wool logo used to identify 100% pure new wool, The Woolmark Company also launched various sub brand logos, such as the wool blend product logo. John Roberts said that recently, the company launched the "Recycled Wool" sub brand, which demonstrated its firm commitment to sustainable development. The recycled wool content of the certified product is at least 20%, while still meeting the strict quality standards of The Woolmark Company, which conforms to the growing demand for sustainable practices in the industry.

Draw a pure wool logo

　　 At the same time, the International Woolmark Award is an important measure of The Woolmark Company. It was restarted in 2012 and is a famous fashion award and talent development plan. Since its inception in the 1950s, the International Wool Logo Award has provided a stage for young fashion designers to show their talents. Many well-known designers, such as Karl Lagerfeld, Yves Saint Laurent, Giorgio Armani and Ralph Lauren, have emerged in this award and become the most creative pioneer representatives of their respective times.

　　 Enable innovative development of China's wool textile industry

　　 Australia's wool trade with China has a long history, dating back to the 1920s. Pure wool marks its entry into China in the early 1980s. With the liberalization of China's economy, China has gradually become an important buyer of Australian wool.

　　 Chinese consumers have deep feelings and love for wool, and the trade relationship between China and Australian wool is also deepening, covering many aspects, from luxury goods and mainstream retail to high-tech processing facilities. With the passage of time, significant progress has been made in research and development, and wool has become more widely used, from clothing, footwear to household textiles, everywhere.

Photo of Golden Wool Logo Activity

　　 In the process of promoting the pure wool logo in China, there are many unforgettable experiences. John Roberts recalled that at the early stage of his career, he worked in Shanghai for three years. He was shocked by the rapid learning ability, flexible adaptability and pursuit of quality of the Chinese wool industry. The Chinese wool industry has gradually changed from purchasing and processing the wide micron wool consumed domestically to purchasing and processing the world's best superfine Merino wool. The large and dedicated workforce and enthusiasm for learning enable China to revitalize the wool processing industry and transform wool into high-quality semi-finished and finished products at the most competitive cost in the industry.

　　 In recent years, China has rapidly developed from a manufacturing center to a major consumer of luxury clothing. With the rise of the middle-income group and the birth of a new generation of Chinese fashion consumers, high-end clothing originally produced for export has now found a broad space in the domestic market. With the growth of wealth and the pursuit of a healthy lifestyle, sharp Chinese consumers prefer natural and durable clothing. As a high-quality and luxurious natural fiber, Merino wool has become the darling of China's high-end fashion industry.

　　 China's fashion consumer market was once dominated by large luxury brands and their logos. But with the emergence of more mature and tasteful Chinese consumers, many local Chinese designer brands have come to the fore, many of which have established close cooperation relations with The Woolmark Company.

　　 For example, The Woolmark Company and Nanshan Zhishang established China's first "wool innovation center" in Yantai, Shandong Province. Since its establishment, the center has been committed to research and innovation projects of wool textile technology. In 2016, the "wool knitting product research and development center" jointly founded by Zhejiang Xin'ao and The Woolmark Company was completed, becoming the first wool center in China focusing on knitting production, education and research and development. In addition, the "Wool Education Center" launched in Shanghai Donghua University in April 2018, which integrates education, research and innovation, has made important contributions to training local talents and improving scientific and technological research and development capabilities.

　　 The Golden Wool logo plan was launched in 2010, aiming to expand business opportunities for manufacturers and men's wear brands using high-quality Australian Merino wool fiber in China, including creating business opportunities for domestic fabric weaving and yarn manufacturers in China, holding educational activities for business decision-makers who pursue fashion wear, and in store activities for consumers to improve product sales. Since 2022, the online wool education platform "Wool Learning Center" has started to launch Chinese courses, bringing world-class wool knowledge learning experience to Chinese users, and providing textile supply chain related knowledge and materials for free. In the future, it will continue to enrich Chinese course resources.

　　 The International Wool Logo Award has also fostered a number of outstanding Chinese design forces, such as Qiu Hao, Ban Xiaoxue, Vmajor, Chen Xuzhi and Chen Anqi, helping them to promote their design works using Merino wool to the international stage, and gaining extensive exposure opportunities worldwide. Every autumn and winter, The Woolmark Company will carry out large-scale marketing activities in China, with the theme of "Merino wool, restore the beauty of nature", emphasizing the natural environmental protection and sustainable ecological characteristics of Australian wool, and stimulating consumers' enthusiasm for wool products. In terms of retail, The Woolmark Company has jointly held Wool Week activities with Tmall for five consecutive years. During the activities, Tmall set up a special area of "Wool House", gathering thousands of wool products for consumers to buy.

　　 Strengthen cooperation and jointly promote sustainable development of wool industry

Sustainable Art Exhibition

　　 China and Australia have close ties in the fields of culture and commerce. The unique ties between Australia's wool industry and China have spawned countless stories of commerce and friendship. In the process of promoting the pure wool logo, we inevitably encountered some challenges, but through the joint efforts and cooperation of both sides, these challenges were successfully solved. At the same time, with the increasing attention of consumers to environmental protection and sustainable development, The Woolmark Company actively promotes the sustainable development of the wool industry to meet consumers' demand for green products.

　　 John Roberts is full of confidence in the future of the wool industry. He expects to shape the wool industry as a global leader, set a benchmark for a transparent supply chain, and deepen people's recognition of this extraordinary fiber. He envisions a future in which the whole wool supply chain - from pasture to finished products, and even broader links - will implement traceability and authenticity through close cooperation. The Woolmark Company hopes that while maintaining excellent quality standards, it will benefit everyone involved in the cultivation, production and wearing of wool, and lead the industry to a bright future.

　　 In the Chinese market, The Woolmark Company expects to deepen cooperation with brands committed to sustainability, traceability and innovation. These brands regard natural fibers, especially wool, as natural, renewable and biodegradable alternatives to synthetic fibers, and unswervingly promote innovation to contribute sustainable solutions to the fashion industry.

　　 In order to achieve this goal, The Woolmark Company will continue to strengthen cooperation with Chinese supply chain partners to jointly promote the upgrading and development of the wool industry. They will provide more technical support and training to help Chinese enterprises improve the technical level of wool processing and production, and improve product quality and added value. At the same time, The Woolmark Company will strengthen its promotion in the Chinese market and improve consumers' awareness and love of wool products. They will hold various activities, exhibitions and publicity to show the unique charm and advantages of wool, so that more consumers can understand and choose wool products. In addition, The Woolmark Company will also actively respond to the environmental protection policies of the Chinese government to promote the sustainable development of the wool industry. They will encourage enterprises to adopt environmentally friendly production methods, reduce the impact on the environment, and promote the use of renewable wool and other sustainable materials. In terms of product innovation, The Woolmark Company will cooperate with Chinese designers and brands to develop more wool products that meet the needs of the Chinese market. They will pay attention to the changes in fashion trends and consumer demand, and launch more innovative and fashionable wool products to meet the needs of different consumers.

　　 Looking forward to the future, the pure wool logo will continue to uphold its core values of quality, innovation and respect for the environment, and continue to promote the development of the wool industry. On the global fashion stage, wool will be more brilliant with its unique charm and sustainable characteristics. It is believed that with the efforts of The Woolmark Company, China's wool market will usher in a broader development prospect and bring more high-quality and environmentally friendly wool products to consumers.