Reformation Already Joined Woolmark’s ‘Filter by Fiber’ Campaign Against Deceptive Labeling
The Woolmark Company is taking on fiber producers and apparel labels to make sure they are telling it like it is.
The fiber promotion organization has begun a campaign to eliminate misleading terminology that makes consumers believe they are buying something of greater value than it actually is by calling it something else. Terms like “silky,” “mesh” and “fleece” are under fire for invoking valuable, natural, sustainable wool when what they are really talking about is a synthetic.
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The campaign, called “Filter by Fabric,” calls on fashion brands, retailers, publishers and content creators to commit to more accurate product names that correctly communicate fiber content. It also urges consumers to “Filter by Fabric” when garment shopping, encouraging them to consider the fabric’s environmental impact therefore leading to more informed purchasing decisions.
An independent YouGov studied revealed that 60 percent of respondents believe that making sustainable choices would be easier with better labeling. Some 77 percent of respondents believe clothing brands and retailers should disclose fabric content clearly and prominently. They said the information is often hidden, if not undisclosed, despite the Federal Trade Commission’s labeling requirements under the Textile and Wool Acts. That requires that products have a label “listing fiber content, country of origin and identity of the manufacturer or another business responsible for marketing or handling the item.”
Products containing any amount of wool must be labeled to show fiber content if the weight of any fiber in the blend comes in over 5 percent of total weight.
By making fiber content a priority in the selection process, Filter by Fiber is hoping to advance the fashion industry’s campaign for transparency and sustainability.
According to John Roberts, managing director of The Woolmark Company, distinguishing wool from fossil fuel-derived fibers is key to eliminating consumer deception.
“This simple, lasting action could initiate a significant transformation in the industry, encouraging transparency, responsibility, and mindful consumerism,” Roberts said. “Educating consumers is crucial for them to understand the importance of the information on apparel labels, similar to how they interpret food nutrition labels or appliance energy ratings.”
Filter by Fabric has devised a pledge to be signed by fashion brands, publishers, content creators and retailers demanding transparent, accurate labeling. It asks consumers to send a message to retailers asking for a Filter by Fabric option in the buying process to give them essential information and promote transparency and accountability on the part of the industry.
It exhorts the fashion industry to give consumers a Filter by Fabric option. It invites its members to join the movement toward more informed choices, better fabric composition communication in product names to show a dedication to responsible business practices. It gains consumer trust and may significantly reduce the dramatic environmental impact of the fashion industry.
Brands that have already signed on to Filter by Fabric include Albus Lumen, Benetton, Cubus, Dagsmejan, Haydenshapes, Lagos Space Program, Maggie Marilyn, Plastic Soup Foundation, Reformation, Saul Nash, Teatum Jones, and Variant 3D.