The AWI is part of a campaign called Make The Label Count, which aims to influence how the EU determines garments' eco-credentials.
Mr Roberts said the EU's proposed methodology ignored the creation of micro-plastics through synthetic production and did not take into account the biodegradable nature of wool. The new wool ad features people emerging from a pool of oil before changing into clean woollen clothes.Queensland University of Technology fashion expert Associate Professor Alice Payne said 60 to 70 per cent of clothing was made from synthetic materials and described the new ad as"[The ad] speaks to this idea that fossil fuels, they're essentially non-renewable, it comes with those connotations sea birds covered in oil," she said.
"The challenge of course is though, that when you're being marketed to around this idea of natural, and what is nature, there's a risk of that lending itself to greenwashing...and we're seeing that more around the world," Dr Payne said.Wool products are more expensive than synthetic fabrics and there are several other factors consumers could weigh up when trying to shop sustainably.
Cowardice
Vilebrequin has some stunning new swimwear made from merino cloth that looks like fine suiting material. Featured in TheRakeMagazine