The Prince of Wales is spearheading a campaign to bring wool back in fashion in order to combat falling prices and lack of demand.

Prince Charles gave a speech today at the Wimpole Hall in Cambridgeshire to launch The Wool Project, which aims to market wool as a fashionable, eco-friendly and durable alternative to throwaway garments.

It will also aim to create a new Green label for woollen products and encourage shops to promote wool for home furnishings and clothing.

The Prince of Wales has met with figures from the British Wool Marketing Board, farmers and fashion experts to discuss the project, which is being masterminded by John Thorley, director of the Pastoral Alliance and former chief executive of the National Sheep Association.

A spokesman from Clarence House said: ‘The Prince was getting very concerned about the prices that farmers were getting for their fleeces and decided that something had to be done to help them.

‘He got together all the interested parties, including people in fashion, clothes retailers, carpet manufacturers and representatives of the wool industry, and they agreed to work together to promote wool.’

Several designers, labels and tailors, such as Burberry, Paul Smith, Gieves & Hawkes and Jasper Conran, are already using wool.

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