Wool and its Wonder

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Ulrike Beier's presentation on the sustainable aspects of wool and on her company IndoChino at Green Drinks China Monthly Sustainability Forum in May 2013

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Wool and its Wonder

  1. 1. WOOL and its WONDER9 May 2013Presentation atGreen Drinks China Monthly Sustainability Forum
  2. 2. 1) INTRODUCTION2) WHY IS WOOL SO WONDERFUL?3) GETTING AWAY FROM A CONSUMER ORIENTEDSOCIETY ANDTHE 1 DOLLAR SHOP4) RENEWABLE BUT IS IT SUSTAINABLE?5) INSISTING ON GOOD PRACTICE AS A BUYER ANYWHEREALONGTHE SUPPLY CHAIN6) WHY IS WOOL SO WONDERFUL?
  3. 3. 2) WHY IS WOOL WONDERFUL?• BREATHABLE• MULTI-CLIMATIC• DURABLE• SAFE• FIRE RETARDANT• ANTI-ALLERGENIC• NATURAL AND RENEWABLE• BIODEGRADABLE• EASY CARE
  4. 4. ….SO• WOOL DOES SAVE ENERGY – INSULATIVE PROPERTIES• WOOL COULD ALLOW USTO CONSUME LESS – MICROCLIMATECHARACTER ALLOWS PRODUCTION OF MULTISEASONAL FABRICS• WOOL DOES SAVE ENERGY – WASH LESS – WOOL IS DIRT ANDODOUR RESISTANT• WOOL LCA (LIFE CYCLE ANALYSIS) IS REDUCED –BIODGRADABLE – DECOMPOSES MORE QUICKLY WHEN COMPAREDTOOTHER FIBRES• WOOL PRODUCES A GREAT BY-PRODUCT INTHE FORM OFLANOLINANDYET PEOPLE STILL DON’T BUY IT?!!!
  5. 5. 3) GETTING AWAY FROM CONSUMER ORIENTEDSOCIETY AND $1 SHOPS
  6. 6. …THE CONSUMER NEEDS A STORYSUSTAINABILITYDefn. 1) WORLD COMMISSION ON ENVIRONMENTAND DEVELOPMENTSustainability is to meet the needs of the presentwithout compromising the ability of futuregenerations to meet their own needs.
  7. 7. …THE CONSUMER NEEDS A STORYSUSTAINABILITY?Defn. 2) THE UNION OF CESERVATION SCIENTISTS(IUCN) UNITED NATIONS ENVIROMENTPROGRAMME (UNEP)Sustainability is improving the qualityof human life while living within thecarrying capacity of the Earth’ssupporting eco-systems
  8. 8. …THE CONSUMER NEEDS A STORYSUSTAINABILITYDefn.3) PAUL HAWKEN (ENVIROMENTALIST,JOURNALIST, AUTHOR AND ENTREPRENEUR)Sustainability is about stabilizing thecurrently disruptive relationshipbetween earth’s two most complexsystems - human culture and theliving world.
  9. 9. 5) INSISTING ON GOOD PRACTICE AS A BUYERANYWHERE ALONGTHE SUPPLY CHAIN• Buying from accredited mills and working with accreditedvendors• Bluesign, Oekotex anD EMAS• Ensure the wool being bought is from “good practise” farms• Protect animals• Protect the land• Check the supply chain
  10. 10. …..BUT WHAT INSENTIVE ISTHERE FORTHESUPPLY CHAINTO REACT?• DEMAND FROMTHE END CONSUMER MUSTBETHERE!• ACHIEVEDTHROUGH EDUCATION
  11. 11. INITIATIVES• CAMPAIGN FOR WOOL• MARKETING
  12. 12. After years of rampant consumerism, active and informedconsumers are insisting on greater integrity andauthenticity in the products they buy.I FEEL RESPONSIBLE AS AN INTEGRAL PART OFTHESUPPLY CHAINTO ENCOURAGETHIS.
  13. 13. THANK YOUricci@indochino.com

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