Woolmark+: A 'Nature Positive' Low Emission Path Forward

Woolmark, the global authority on wool, has introduced Woolmark+, an initiative to foster sustainable growth for woolgrowers, brands and the supply chain.

Woolmark+ delivers a vision focused on low-impact production, circular economy principles and improved animal wellbeing, recognising wool’s potential to achieve a positive environmental impact. #

As demand for sustainable fashion intensifies, Woolmark+ presents a structured roadmap with 13 practical strategies to accelerate wool’s transition to eco-friendly practices.

Key elements of Woolmark+

With Woolmark+, Woolmark sets out to address ecological concerns and expand economic opportunities for the wool industry.

Its initiatives are intended to promote nature-positive practices – where “nature positive” refers to actions that stop and reverse biodiversity loss and work to strengthen the overall ecosystem.

One central component of Woolmark+ is the Insetting Programme. The programme establishes a framework to connect woolgrowers with global brands, allowing companies to achieve their emission targets through on-farm, nature-based solutions.

Woolmark’s roadmap facilitates “insetting,” similar to carbon offsetting but happens within a company’s supply chain and focuses on reducing emissions closer to production sources. Woolmark+ links brands to woolgrowers committed to on-farm actions contributing to reduced emissions and long-term ecological restoration.

Another prominent programme under Woolmark+ is Methane Emissions Reduction in Livestock, which comprises nine research and development projects aimed at cutting methane emissions. This programme has already yielded promising early results: a 19% methane reduction in grazing sheep fed with Agolin and an impressive 50% methane reduction in sheep fed Asparagopsis.

It is geared towards identifying sustainable dietary options that lower methane emissions naturally without compromising animal wellbeing. Beyond methane reductions, this approach enhances productivity, as seen in trials showing a 27% productivity boost from Agolin feed additives.

Woolmark+ also introduces the Nature Positive Farming Specification. This specification outlines environmental performance metrics, offering woolgrowers an accessible, credible way to measure their environmental footprint. Developed in consultation with woolgrowers and other industry stakeholders, the specification encourages brands to make evidence-backed claims about  nature-positive wool.

A pilot programme is currently operationalising these metrics to validate on-farm performance, to make them a standard across the industry.

Innovative partnerships driving Woolmark initiatives

The Woolmark+ roadmap emphasises partnerships with brands to drive sustainable product development.

One example is Woolmark’s collaboration with Salomon, the French sports brand. Salomon and Woolmark have created the Pulsar PRG Knit, a high-performance sports shoe incorporating Merino wool for enhanced temperature control, breathability and durability.

The shoe’s construction includes 30% Merino wool in the upper, promoting comfort and reducing the need for synthetic materials. By designing the shoe for all-season wear, Woolmark and Salomon intend to offer a long-lasting product with less demand for multiple season-specific footwear items.

According to Woolmark, the Pulsar PRG Knit “offers consumers a high-performing, environmentally conscious option,” as wool’s natural properties deliver warmth, cooling and moisture management.

Woolmark’s Recycled Programme is another innovative effort under Woolmark+, supporting wool’s status as one of the most recycled apparel fibres.

Through its newly launched Recycled sub-brand within the Woolmark Certification programme, Woolmark encourages brands to incorporate high-quality, recycled wool in their products.

This programme aligns with circular economy principles by reducing waste and promoting reuse within the industry.

Beyond net zero: Woolmark's vision for a "nature positive" future

Woolmark is committed to driving the industry past mere net-zero goals towards “nature positive” milestones.

Aiming to halt and reverse biodiversity loss by 2030, Woolmark+ views wool production as a key player in regenerative agriculture.

The roadmap’s initiatives combine carbon sequestration, biodiversity recovery and economic resilience, aligning with a broader vision of ecological restoration.

This concept resonates with Woolmark’s longstanding mission, as stated by John Roberts, Managing Director of Woolmark: “With more than 60 years of experience, Woolmark understands the nuances of the textile industry and is dedicated to driving its success by aligning economic prosperity with positive ecological and social impact.”

The Carbon Storage Partnership is a significant example of Woolmark’s commitment to environmental stewardship.

As part of Woolmark+, this project explores sustainable methods for woolgrowers to capture and store carbon on farms, offering case studies from diverse regions and climates.

Through research and modelling, this partnership aims to support woolgrowers in reducing their carbon footprint while promoting soil health, biodiversity and productivity. The project will conclude in 2025, but its initial findings show promise for scalable solutions that can directly benefit woolgrowers and contribute to the wool industry’s broader environmental goals.

At its heart, Woolmark+ empowers woolgrowers with resources, research and partnerships to reduce emissions, foster biodiversity and improve animal welfare.

With Woolmark+, the brand aims to strengthen the wool industry’s role in eco-conscious fashion by combining circular design, supply chain resilience and environmental accountability.

As Woolmark looks to the future, John highlights the importance of supporting woolgrowers’ efforts: “Woolgrowers in Australia are stewards of over 65 million hectares of land and they can play a critical role in the global transition to a low-emission, nature positive market.

"Their commitment to nature must be well recognised and supported to demonstrate the wool industry’s role in supporting and enhancing biodiversity beyond net-zero targets.”

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