The Global Wardrobe Study – Wool is timeless

The Global Wardrobe Study - What does your wardrobe say about you?

Whilst our alpaca wool and Gotland wool products make timeless additions to any wardrobe, we’re always keeping an eye on the latest trends to see how our lovingly crafted, all-natural products fit in. Our wardrobes are interesting things.

They change from season to season and are growing no end, a fact that means fibre production just keeps rising and rising. As a result, our love for clothing is doing more harm than many people think.

The Global Wardrobe Study is a report that has been almost 10 years in the making and seen over 1,000 consumers from around the world grilled. The study – which is led by The Woolmark Company and Nielsen – is revealing so much about our consumer wardrobe and laundry habits. These findings have the potential to reduce the pressure our wardrobes put on the environment.

In this blog post, we dig deeper into the Global Wardrobe Study’s key findings and discover how we can change our wardrobes and clothes buying habits for the better.

Wool items are kept for the longest

As fans of all things wool, we’re pleased to report that the Global Wardrobe Study found that this natural material is a mainstay in most wardrobes around the world. According to research, wool garments are kept for the longest and also washed less frequently, making them particularly environmentally friendly.

Once you’re done with your wool garment, or it’s fallen out of fashion, there’s more great news. The study found that wool is much more likely to live on through re-sale or change of ownership. Make sure the wool garments in your wardrobe last a lifetime by reading our wool care guide for tips.

Wool is getting more popular

The study found that the presence of wool is also on the rise as more and more people look to reap the rewards of this luxurious, soft, and environmentally-friendly fabric. The female wardrobe went from 8% to 12% wool in just a six-year period, despite the rise of the sportswear market. The male wardrobe saw similar increases as this part of the study explains:

“As seen with females, cotton has lost some of its share of the wardrobe – being replaced by woollens and synthetics. The share of woollens in the male wardrobe has increased since 2012, primarily driven by an increased presence of garments made from wool blends. Garments made of 100% cotton, silk and denim have all seen decreases as males move to blended or synthetic fabrics.”

Wool is made for all seasons

We’re always shouting about the benefits of using wool all year round, and the findings in the Global Wardrobe Study support this. Merino wool, in particular, has excellent year-round benefits, and as research from Woolmark and Nielsen shows it’s a material that’s worn globally for longer throughout the year. One-third of the Merino wool and wool blend garments found in our wardrobes are being used all year round.

As the Global Wardrobe Study shows, wool garments make excellent investment pieces, with the way they are sourced and produced equally as eco-friendly and ethical. Supporting wool is a way for our wardrobes to support the planet.

View the Global Wardrobe Study for yourself to discover more interesting findings.