Wool faces a reckoning as interest declines for the age-old fabric

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The COVID-19 pandemic and fast fashion have slashed wool demand, caused prices to plummet

The pandemic and the growing popularity of inexpensive fast fashion has slashed wool demand and driven prices so low that sheep farmers in many countries have opted to throw their wool away or burn it.The small flock of sheep scampered quickly across London’s Southwark Bridge, driven forward by a group of cheerful men and women in long robes and floppy hats. Every now and then, the shepherds stopped to round up an errant ewe or to wave at curious onlookers who lined the bridge to watch.

Canada is a marginal player in the global wool market and most of our fleece is exported to places such as China, the United States and the Czech Republic. But Canada once had a thriving wool and textile sector. Canadian wool is also coarse and ill suited for high-end products such as expensive sweaters and cardigans. Wool fibre is measured in microns – one-thousandth of a millimetre – and fine wools such as merino are between 11 and 25 microns. Canadian wool is around 30 microns, which is more suitable for rugs and overcoats.

There’s even talk of creating a Canadian wool trademark. “The sector in Canada has languished for a few decades and so we need to rebrand and revalue Canadian wool,” said Matthew Rowe, who heads the Campaign for Wool Canada, which is working on a national brand. Mr. Rowe was part of a Canadian delegation at the Sheep Drive, the first time Canada has been represented at the event.

 

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