Round table meeting of the International Wool Textile Organisation (IWTO) held in İstanbul on 23-24 November took place with the participation of significant figures of the sector. In the meeting where it was emphasized that the wool is a sustainable material and in-depth studies were carried out with respect to the potential of the Turkish market, Peter Ackroyd, Chairman of IWTO and Strategy Consultant of the Woolmark Company, made a presentation.
In his speech, Peter Ackroyd mentioned the works of the Woolmark Company for expanding the usage area of merino wool and he explained the campaign titled “Campaign of Wool” to the audience. Stating that merino wool should be considered as a sustainable, natural, biodegradable and long-term investment, Ackroyd expressed that, “Use of wool in fashion helps maintaining sustainability that numerous luxury brands want. By nature, wool is a natural and recyclable fibre. When useful life of wool ends, it feeds the soil with the minerals in it. Within this respect, many famous designers preserve sustainability by using woollen fabrics in their collections. Designers and brands using wool in their designs with the concept of Slow Fashion receive the return of their investments in the long run but they protect environment. On the other hand, in Fast Fashion, non-recyclable materials are used and harm is caused to environment. Therefore, Fast Fashion should be stopped.”
Also stating that they, as Woolmark Company, work with numerous luxury brands and famous fashion designers, Ackroyd gave information about the purposes of Woolmark Company by saying that, “We target to raise awareness about natural benefits of the wool among consumers and producers with the “Campaign of Wool” chaired by Prince of Wales Charles.”
“We want to increase the quality of fibre in Turkey”
Answering the questions of our Magazine Group following the event, Peter Ackroyd stated that, “As Woolmark Company, we want to see more wool in the retail sector of Turkey. We want to increase the quality of fibre in Turkey as in England, Germany and Scandinavia.” Expressing that they opened an office in Turkey in 2013 to this end, Ackroyd added that, “The offices in Turkey are in a continuous change. We try to figure out how we could better react to the Turkish market and to find the ways of providing a better service. We know that Turkey is one of the most important parts of Europe in terms of supply chain. TWC works with manufacturers having business partners both in Turkey and in the world in order to develop innovative clothing products with the idea that consumers experience a unique comfort and feeling when they use merino wool products.”
We increased our activities in Turkey
Continuing his remarks by saying that, “On the other hand, we cooperate with the leading fashion designers, brands and retailers of the world in conjunction with the strategy of positioning these natural and high quality products as superior products. Besides, we provide trainings on the benefits of merino wool for the representatives of retail firms and stores, Ackroyd said that, “We increased our product development, technology transfer and marketing activities in Turkey. As a result of this, we worked closely with the circular knitters and increased their experiences with the exclusive single jersey knitting via yarns made out of very thin mercerized merino wool. We brought experts from our branch in Hong Kong and provided a training on the dyeing and finishing of wool fabrics in theory and practice. Sharing knowledge as regards to how they should knit thin and delicate merino wool fabrics in a more durable manner, we totally reached our target by ensuring that knitted fabrics are dyed as a result of three-day trainings given to dyeing and finishing departments.”
Merino Denim
Stating that they shared their technical knowledge concerning the merino wool that they named merino denim and can be washed in the weft machine with the four leading merino fabric, denim and jeans manufacturers of Turkey this year, Ackroyd said that they carry out Cool Wool B2C campaign with Sarar which has Woolmark Licence and B2B campaigns with İpekiş having Woolmark Licence and Altınyıldız having Woolmark and Woolmark Blend licences. He also added that they continue their trainings on understanding merino wool to the fashion sector and academy without cease.
Recyclable and Degradable
With respect to sustainability, Ackroyd said that, “As TWC, we do not have a claim of sustainability. Such organisations as IWTO have a “sustainability” idea but as Woolmark Company, we do not have such a claim. As Woolmark Company, our message is that wool is natural, recyclable and easily degradable in nature. All wood needs are sun, rain and herbs.”
Continuing his remarks by saying that, “We are working with many luxury brands that want to see themselves sustainable”, Ackroyd added that, “As Woolmark, we believe that luxury brands can ensure their sustainability by using natural, recyclable and biodegradable wool. Wool is the most natural fibre in the world and can renew itself. When useful life of wool ends, the minerals in it enrich the soil and thus, it is recycled.”
Saying that the concept of Fast Fashion causes harm to the environment since it is created out of harmful materials, Ackroyd added that, “I mentioned ‘slow fashion’ and stopping fast fashion in my speech. While saying this, I meant that wool should be seen as a great investment for fashion.”
