The Woolmark Company calls time on misleading product names with new Filter by Fabric initiative


How many times have you been misled by terms like ‘silky,’ ‘mesh’ and ‘fleece’? 

A recent YouGov study shows you are not alone. These ambiguous terms confuse consumers, making it difficult to identify the fibres in the fabric, especially when synthetic materials are used to mimic natural fibers in clothing.

The Woolmark Company launches the Filter by Fabric initiative to end this confusion, urging all fashion brands, retailers, publishers and content creators to commit to clear, honest product names that accurately communicate fabric composition. The campaign also encourages consumers to ‘Filter by Fabric’ when shopping, focusing on the fabric’s impact and empowering them to make more informed and sustainably-conscious decisions. 

A recent independent YouGov study reveals 77% of people believe clothing brands and retailers should clearly disclose fabric composition. However, this vital information is often hidden, misrepresented, or undisclosed.

The same study found that 60% of respondents would find sustainable choices easier if stores included fabric in the product name or allowed customers to filter by fabric.

A Simple Solution

By focusing on fabric consideration as a vital aspect of consumer purchases, Filter by Fabric accelerates the fashion industry’s movement toward transparency and sustainability. 

John Roberts, Managing Director of The Woolmark Company, explains: “We need to clearly communicate the composition of fossil fuel-derived fabrics to prevent consumer deception. This simple, lasting action could initiate a significant transformation in the industry, encouraging transparency, responsibility, and mindful consumerism. Educating consumers is crucial for them to understand the importance of the information on apparel labels, similar to how they interpret food nutrition labels or appliance energy ratings.”

A Call for Real Change