THE RESURGENCE OF CANADIAN WOOL
How sustainable Canadian wool is poised to dominate wardrobes
While Canadian wool has never been a major market player, this niche product is about to enjoy greater status in the very near future.
Thanks to a recent partnership between Prince’s Charities Canada and Canadian fashion retailer ça va de soi, awareness of the unique and sustainable benefits offered by wool is steadily rising.
As a global endeavor initiated by His Royal Highness, the Prince of Wales, the charity operates a global Campaign for Wool in 12 countries across the globe, bringing together producers, manufacturers and 340 retail partners.
The initiative was spurred by the global decline in wool consumption that started after the introduction of polyester fibres in the late 1970s. To increase consumer demand for wool products and help revitalize the Canadian wool industry, the charity brought the campaign to Canada in 2014. Their collaboration with ça
va de soi was a perfect fit. For more than 40 years, ça va de
soi has been creating classic, durable knitwear using only the finest cottons and wools and the rarest of cashmeres in their collections.
From basic sweaters, Vnecks and crew necks to fine shirts for both men and women, the label is especially well-known for producing timeless classics that are meant to last. Their off-site laundry and repair service further ensures the longevity of each garment well beyond its initial puchase.
By this time next year, the Montreal-based family business plans to feature sweaters made from 100 per cent Canadian wool in their permanent collection.
“Our fit with ça va de soi was a natural one, as their ethos is all about 100 per cent natural fibres and fabrics,” says Astrid Ciarallo, spokesperson for the Campaign for Wool.
“Our goal is for people to understand what a sweater is really worth when you know you’ll have it forever. Right now, Canadian wool is considered somewhat of a heritage brand. So the challenge is, ‘how do we turn that heritage identity into something that can resonate in Canada and become a larger part of the global wool family?’”
The answer lies mostly in consumer education. Every November, Wool Week is held in Canada to celebrate the wonders of wool and the importance of choosing clothes made with natural fibers.
As a 100 per cent natural, renewable resource, wool not only improves indoor air quality but is also naturally fire resistant and fire retardant. Because it is biodegradable and forms part of a natural carbon cycle, it is made for recycling. It is also naturally odour resistant, which makes it an ideal material for sportswear.
All these benefits, as well as information on how to best take care of wool garments, are taught to ça va de soi clients not just year-round, but further emphasized at special events during Wool Week. This year, ça va de soi hosted clients for a special evening in their Ottawa store, where they learned the differences between combed and carded wool, the ways in which holes in knitwear can be repaired by hand, and the natural products that can be used to keep their garments fresh and good-as-new.
“We know wool is a highquality, sustainable fibre and we are delighted to encourage people to not just buy, but also raise [wool sheep] in Canada,” says Kinza Nasri, the company’s artistic director and daughter of the original founder.
“We are one of the most specialized retailers in Canada when it comes to wool. We carry five types of merino wool, wools from Australia and New Zealand, camel wool from China, and carded wool that is very rare to achieve and which is part of our feature collection in November.”
Currently they are looking forward to a collaboration with the Chassange sheep farm, located 40 minutes outside of Toronto. The farm is owned by Carole Precious, whose father-in-law was the first person ever granted permission to import the rare Shetland Sheep directly from the Shetland Isles to Canada.
“It is very rare for one store to carry this kind of variety of wools, but we really believe in this product,” says Nasri. “To shop at ça va
de soi means moving away from superficial fast fashion and embracing comfort without sacrificing style.”
“As a 100 per cent natural, renewable resource, wool not only improves indoor air quality but is also naturally fire resistant.