“Filter by Fabric” – The revolution in transparent product descriptions

The Woolmark Company's "Filter by Fabric" campaign aims to protect consumers from misleading product names and inspire more conscious purchasing decisions

“Filter by Fabric” cover

Author: House of Eden

The "Filter by Fabric" campaign, initiated by The Woolmark Company, aims to protect consumers from misleading product names and to motivate them to make more conscious and better purchasing decisions. This article sheds light on the challenges and solutions of this pioneering campaign.

The most important facts at a glance:

  • The misleading effect is caused by the use of adjectives such as "silky", "mesh" and "fleece" in product names.
  • The campaign emphasises that the lack of transparent information harbours the risk that consumers cannot consciously differentiate between natural and synthetic materials.
  • As a solution, The Woolmark Company is calling for the introduction of the "Fabric" filter to enable targeted searches for materials.

Problem: Misleading terms in product names harm the environment

The use of misleading adjectives such as "silky", "mesh" and "fleece" leaves consumers in the dark about the actual fabric composition of garments. Often, the actual material description is either hidden, misrepresented or simply not mentioned. This lack of transparent information can lead to consumers being unable to identify whether a garment is made from natural or synthetic materials .

The "Filter by Fabric" campaign is working specifically to eliminate this confusion. Its aim is to ensure that consumers can clearly recognise whether a garment is made from natural fabrics or whether synthetic materials have been used. This step towards transparency should enable consumers to make informed decisions and consciously consider their preferences regarding material composition.

“Filter by Fabric” campaign

Source & Copyright by The Woolmark Company

A fundamental issue the campaign addresses is the long-term impact of garments made from synthetic plastic. Each of these garments still exist somewhere in the world and contributes to causing long-term damage to our environment. The “Filter by Fabric” campaign is therefore not only calling for transparent product descriptions, but also for a more conscious use of synthetic materials in order to reduce environmental impact in the long term.

Demand from The Woolmark Company: “Filter by Fabric”

The Woolmark Company is calling for an informative change and the introduction of the "Fabric" filter to combat this problem. This filter makes it possible to sort garments in the online shop by material instead of price or style. The campaign also calls for honest product descriptions and informative product names. These should provide consumers with transparent information and thus protect the environment and our future. All brands and retailers are called upon to adapt this filter and introduce transparent product descriptions.

The campaign's action measures:

To achieve the desired goal, the "Filter by Fabric" campaign proposes:

1. STOP: The use of misleading terms in product names must stop.

2. START: An accurate description giving the full substance compositions for all product listings must be introduced.

3. OFFER: A filter that allows consumers to easily sort by material type must be integrated.

Together for a sustainable and informed fashion industry

The “Filter by Fabric” campaign is committed to transparency and responsibility in the fashion industry in order to shape a more sustainable future. If you would like to support this campaign, you can visit The Woolmark Company website and sign the initiative. It can be supported by brands and retailers as well as consumers.


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