Wool Week's Wool Care Installation in the heart of Covent Garden Piazza

WHITE STUFF: The Campaign for Wool is marking a decade in business with a series of events, the latest of which is a video series, narrated by Alex James, the Blur bassist-turned-cheese maker and a longtime supporter of the endeavor.

The campaign, founded by Prince Charles who now serves as its patron, has produced a series of short videos asking consumers to choose wool over synthetic, oil-based textiles because wool is natural, biodegradable and an all-round safer textile. The five videos have launched on YouTube, with more than 200,000 views to date.

“We’re getting very punchy at the moment,” said Nicholas Coleridge, the chairman of the campaign, which has staged more than 200 events and initiatives over the past 10 years. He said the success of Sir David Attenborough’s Blue Planet documentary, which sparked a wave of anti-plastic campaigning, has given the Campaign for Wool a boost in momentum.

“We wanted to remind people of the equal importance of wool versus synthetic fibers. Alex has always been a big supporter and has the perfect voice — cool and ecological in the best possible way,” he said, adding that raising awareness about the benefits of wool remains a challenge as “97 percent of the world’s clothing is made from oil-based synthetics.”

The Campaign for Wool is backed by the wool industries of Britain, Australia, New Zealand, South Africa, Norway and the U.S. as well as the Woolmark Co.

Coleridge said the campaign does about 10 events a year internationally and that it plans to stage the largest-ever Wool Week in the U.K. in the autumn to mark the anniversary. This summer, it will also be setting up a beach hut in Cornwall doing wool demonstrations in a bid to capture the attention of the surfing market.

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