The Better Wool Guide: Demand grows for non-mulesed wool

More than 200 clothing and lifestyle brands now support non-mulesed wool according to a new report.

The Better Wool Guide found 75 more brands are pledging to remove mulesed wool from their supply chains, since the previous edition last year. Picture: Chris Crerar

CLOTHING and lifestyle brands are rallying behind the concept of non-mulesed wool.

A Humane Society International Australia report, released today, shows more than 200 brands now support non-mulesed wool.

The Better Wool Guide, put together by HSI Australia, encourages outlets to source non-mulesed wool.

The guide signals the shift in animal welfare expectations of consumers, with 75 more brands pledging to remove mulesed wool from their supply chains, since the previous edition last year. New brands include Koala, Spell, Afends and Zulu and Zephyr.

HSI Australia is advocating for the end of mulesing in Australia’s sheep flock.

Meanwhile, growers can sell non-mulesed wool at a premium, depending on micron and other characteristics.

Fox & Lillie wool buyer Jenni Turner of Culcairn in southern NSW said there were undoubtedly marketing opportunities to be had for non-mulesed wool.

She said 19 micron and under, non-mulesed wool was popular due to its prevalence in ethically branded athleisure wear.

“Fox & Lillie have more than 200 growers in their Genesys program, which supplies fully certified non-mulesed wool under the auspice of the Responsible Wool Standard,” she said.

Mrs Turner said there had been demonstrable premiums to market over the past five years for non-mulesed wool.

“Unfortunately, at present, the wool market is facing challenges across all sectors,” she said.