SPIN CYCLE: Britain’s annual Wool Week always sets out to quash misconceptions about the fabric, and this year they didn’t disappoint, unveiling an installation of stacked, colorful washing machines in London’s Covent Garden. Dubbed The Wool Care, the installation will be on show until Oct. 21, and is meant to demonstrate the fact that wool is washable, durable — and cool.
“We always thought this was the last frontier. A lot of people think you can’t throw wool in a washing machine, but you can, and when you wash wool, you’re not creating micro-plastics. Wool biodegrades naturally in the sea,” said Peter Ackroyd, chief operating officer for Campaign for Wool.
Hackett, Vivienne Westwood, Marks & Spencer and Adidas are among some of the retailers who took part in the launch earlier this week. “Vivienne Westwood has spread the message of wool extremely well, she talks about buy well, buy less, buy wool,” Ackroyd said.
Jeremy Hackett of the men’s wear brand Hackett unveiled the installation with his dog Muffin and his Aston Martin, which has bespoke wool interiors. Among the other retailers who are preaching the gospel of wool is the outdoor apparel brand Finisterre, which is changing the perception of wool as an “old-fashioned and stuffy” material.