The Campaign for Wool is a global endeavour initiated by its patron, His Royal Highness The Prince of Wales, in order to raise awareness amongst consumers about the unique, natural and sustainable benefits offered by wool. This heightened awareness supports small business and local farmers who depend on the wool industry. The Campaign for Wool currently runs in 13 different countries including France, Australia, Japan and the United States.
The campaign began in 2010 with events in London. His Royal Highness The Prince of Wales and The Duchess of Cornwall personally launched the Campaign for Wool in Canada during an event in Pictou, Nova Scotia in 2014. The first Canadian Wool Week followed in September 2014 and featured a series of activities in Toronto.
2015 saw the national expansion of the Campaign for Wool in Canada. It began with a soft launch on September 17th, during the 25th anniversary party of legendary Quebec knitwear maker Ca Va de Soi at Ogilvy department store in Montreal. The week’s celebrations officially began on September 18th with events in Montreal and Toronto. In Montreal, a charity breakfast featuring both live sheep (provided by a Montreal area farmer) and performers from Bouchardanse’s production of Les Moutons took place at Ogilvy. In Toronto, Wool Chair Kimberly Newport-Mimram of Pink Tartan launched Wool Week with live sheep at the Royal Ontario Museum. Line Knitwear also provided a knitting circle beside demonstrations of other wool items including Feltro. The Royal Ontario Museum also hosted a “Wonders of Wool” exhibition during their Science and Nature weekend.
For the duration of Wool Week 2015, September 19th until 27th, Montreal’s Ogilvy, and Holt Renfrew Calgary, Toronto-Bloor, and Montreal were host to pop-up wool shops. These shops featured curated Canadian wool items from Topsy Farm and Ulat Dryer Balls that included scarves, hats, and throws from The Prince of Wales’s own Highgrove line and wool carpets from Afghanistan created by artisans supported by HRH’s Turquoise Mountain charity.
In addition, the 2015 Campaign saw the formation of the Canadian Wool Council. The Council brings together all facets of the industry’s value chain (farmers, breeders, wholesalers, manufacturers, marketers, retailers, designers and artisans) to strategize on how to revitalize the Canadian wool industry while encouraging an overall increase in wool consumption.
For more information, please visit http://www.campaignforwool.org/
Briggs and Little
Ca va de soi
Canadian Co-Operative Wool Growers Limited
Ontario Sheep Marketing Agency
Royal Ontario Museum
U for Change
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