Woolmark has launched an anti-synthetic fiber campaign to raise awareness of the use of fossil fuels in textiles and promote wool as a natural, renewable alternative.

The campaign centers on a 60-second film showing three people struggling to swim through a pool filled with oil with a caption that reads “Every 25 seconds an Olympic-sized pool of oil is used to make synthetic clothing.” The models then peel off the oil to reveal wool outfits while walking through rolling green landscapes and a caption that reads “wool is 100 per cent natural, 100 per cent biodegradable and 100 per cent renewable”.The film is accompanied by additional digital outdoor advertising displays and a microsite.

Woolmark is a professional body that promotes and protects the interests of Australian merino wool including a certification scheme to ensure suppliers meet certain standards.

Most people don’t know that synthetic fabrics are derived from fossil fuels. Synthetics account for 1.35 per cent of global oil consumption and are expected to increase from 60 per cent of all fiber use to 73 per cent by 2030. Synthetic fabrics, such as polyester, acrylic, rayon and spandex, are responsible for 35 per cent of microplastics in our oceans.