CAMBRIDGESHIRE, ENGLAND – Prince Charles unveiled a campaign to boost the image and sale of wool, the price of which has steadily declined over the past decade.

“The British economy was built on exports of wool and the future of this wonderful fiber is looking very bleak indeed. We need to promote wool actively and forcibly,” the Prince said, speaking during an industry conference held in an 18th-century barn at Wimpole Home Farm here.

Known as The Wool Project, the campaign will include a consumer-focused wool week to take place in the U.K. in early September. Retailers including Marks & Spencer will be displaying swing tags that trumpet the benefits of wool for products ranging from Savile Row suits to industrial carpeting.

For complete coverage, see Wednesday’s WWD.

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