The Woolmark Company has launched the ‘Filter by Fabric’ initiative in response to a recent YouGov study that highlighted consumer confusion arising from vague fabric terms used in clothing descriptions. Terms like ‘silky,’ ‘mesh,’ and ‘fleece’ often caused misconceptions, particularly when synthetic materials were used to imitate natural fibers.
The initiative calls on fashion brands, retailers, publishers, and content creators to commit to transparent and accurate product descriptions that communicate fabric composition.
John Roberts, Managing Director of The Woolmark Company, mentioned “We need to clearly communicate the composition of fossil fuel-derived fabrics to prevent consumer deception. This simple, lasting action could initiate a significant transformation in the industry, encouraging transparency, responsibility, and mindful consumerism. Educating consumers is crucial for them to understand the importance of the information on apparel labels, similar to how they interpret food nutrition labels or appliance energy ratings.”
Companies and consumers can sign a pledge at filterbyfabric.com, signaling their commitment to the cause. Several prominent organizations, including Benetton, Cubus, Reformation, and other fashion brands, have already pledged their support for the initiative.
For more information on The Woolmark Company’s ‘Filter by Fabric’ campaign, visit www.filterbyfabric.com.
