Sydney, Australia – 26 June, 2025 - Natural fibres are having a renaissance - but how do we move beyond marketing into measurable impact? This was a conversation at the Blue Earth Summit, the UK's pre-eminent environmental conference, where our panel covered the role of science, storytelling and strategic partnerships to accelerate nature positive outcomes. The conversation looked to real-world land stewardship, illustrating how farm-level practices connect to broader innovations in fibre development and product circularity. Additionally, it highlighted how Woolmark+ will help brands and suppliers to meet ESG goals while protecting farming communities.
- Circular by Nature – Rethinking Innovation in Natural Fibres: how science, storytelling and partnerships are accelerating progress across the fibre and fashion industries.
- The expert-led panel discussion heard from voices at every stage of the value chain, from farms to brands to boardrooms, to consider what the future looks like for woolgrowers, processors, brands and investors, and how collaboration can drive lasting, nature-positive and societal positive impact.
- Moderated by Amy Nguyen, the panel included: Clare Cannon – Merino woolgrower, ‘Woomargama Station’ in southern New South Wales, Australia
- Chris Gaffney – Chief Executive of Johnsons of Elgin
- Amy Powney – Creative Director & Founder at AKYN
- Elisabeth van Delden – Sustainability Manager, Europe, Woolmark
- In a world where the fashion supply chain and fibre production are becoming increasingly divisive, these events aim to shift the conversation towards inclusivity and collaboration in the sustainability space. The panel was a unique opportunity for influential stakeholders to listen, learn, and engage with farmers on the front lines of sustainability efforts, to amplify their voices, highlight the importance of natural fibres, and work towards a nature positive future.
- Wool is a circular solution rooted in nature – and when produced regeneratively, it can play a pivotal role in restoring ecosystems, improving soil health, and sequestering carbon.
- Science, storytelling, and collaboration are essential to scale meaningful change – no one sector can act alone.
- Innovation is not only technical but systemic – the future lies in cross-industry alignment, especially between growers, processors, brands and investors.
- Support is needed across the supply chain and capital spectrum – from policy and investment to procurement and design – to unlock the full potential of nature-positive fibres.
Amy Nguyen
“To set the scene: the apparel and textile industry remains under increased scrutiny for its deep reliance on fossil fuels, water, and ecosystems for raw material extraction and production.”
“And yet, despite the dominance of synthetics, natural fibres like wool, cotton and linen play a vital role in the positive environmental and social impact this industry can generate — when produced responsibly and regeneratively.”
“Now, regeneration doesn’t have a single definition. But we do know this: wool is often regenerative by default. As a natural, circular fibre, it has the potential, when managed regeneratively, to restore ecosystems, enhance soil health and sequester carbon.”
“Woolmark plays a crucial role in bringing together stakeholders committed to this – homing in on nature, material innovation and impact. Through the Woolmark+ roadmap, we see support across the full supply chain, from the lab to the farm to the gate and beyond, to encourage innovation in areas like carbon storage on wool farms, methane reduction from livestock, increased transparency, the removal of chemicals of concern, and the shift to nature-positive farming.”
Clare Cannon
- Joining the panel was Australian woolgrower Clare Cannon, sharing a woolgrowers' unique perspective on the critical role fibre farmers play in the sustainability movement. Australian woolgrowers are on the front lines of sustainability every day. Their work revolves around the land, and they intimately understand the importance of preserving it for resilience in nature and resilience for future generations. Yet, too often, when global conversations about sustainability take place, the voices of those actually caring for the land are sidelined. This creates a gap in understanding the crucial role we play in maintaining and restoring precious ecosystems.
- “Our expertise isn’t theoretical; it’s grounded in day-to-day realities. We have implemented practical strategies for preserving biodiversity, improving soil health, and reducing emissions as we journey towards nature positive. These are not buzzwords for us but part of our innate identity as stewards of the land.”
- “When I attended Future Fabrics Expo I was possibly the only farmer in the room. We are simply not part of the wider conversation, and we need to bridge this gap.”
- “I’m fortunate to be part of a consultation committee with Woolmark and La Trobe University’s Centre for Natural Landscapes looking at the importance of natural capital accounting and defining on-farm metrics which measure nature positive outcomes. These on-farm practices are another financial burden woolgrowers face in these already challenging times and growers need market recognition and value for these. https://www.woolmark.com/industry/sustainability/woolmarkplus/nature-positive-farming-framework/
- “Despite being on the front lines of sustainable fibre production, we often lack access to financial incentives that actually support nature positive outcomes.”
- Clare noted that land has been well-managed for generations; ample proof that land management positively benefits the land and builds resilient ecosystems. She noted that the way she cares for her sheep and the environment has seen the return of endangered birds and other native flora and fauna on her property.
- “Methane emissions are a valid issue, sure, but you’re ignoring the natural cycle of it turning into carbon and the then sequestered in the soil again.”
Amy Powney
- Newly launched brand AKYN only uses wool, cotton, linen and TencelTM.
- “Fashion is glossy and finished and disconnected from the supply chain. Brands need to give your customer the information that is powerful. It’s not about taking the joy out of buying something. Try to provide more value in that purchase, through information and connection, and make people feel like they are part of the change.”
- “Is this the problem of the animals or the problem of overconsumption and capitalism? We’ve lived in harmony with the animals and the land forever.”
Chris Gaffney
- “One of the most popular pages on the Johnstons of Elgin website the sustainability one. We strive to balance heritage with innovation.”
- “You don’t become a heritage brand without constantly innovating.”
Elisabeth van Delden
“Our regenerative practices, which promote land health and sustainable production, often aren’t aligned with the rapid cycles of the fashion industry. Many global sustainability frameworks overlook the environmental benefits of natural fibre production, focusing solely on carbon emissions without considering biodiversity, soil health, or water management. Which is why we need to move beyond net-zero to nature positive. And this means rethinking how we interact with, and value, natural resources.”
“Woolmark+ is our roadmap to make sure wool stays at the heart of a resilient, climate- and nature-aligned fashion system. It’s built around three pillars: accelerating nature positive production, delivering the circular fibre of choice, and supporting thriving flocks and communities. These pillars reflect wool’s full value - not just as a natural material, but as a system rooted in land stewardship, circular design, and rural resilience.”
“Woolmark+ helps bridge the gap between real on-farm outcomes and the growing demand from brands and investors for measurable impact. Whether it's decarbonisation, biodiversity uplift, or material circularity - the roadmap offers a science-led, scalable way to integrate wool into strategies focused on risk reduction, resilience, and long-term value creation.”
“Wool is a fibre with immense value - but right now, we’re at a turning point. In Australia, wool production is at a century low. Prices are down 40% since pre-COVID. And increasingly, farmers are leaving wool behind for more predictable returns in meat or cropping. That’s not just a rural issue - it’s a risk to every business and investor depending on access to traceable, high-integrity wool.”
“Here’s the opportunity: woolgrowers are already delivering environmental benefits that align with the industry's climate and nature commitments - restoring ecosystems, managing biodiversity, reducing emissions. Not as an add-on, but as part of how they farm. The challenge is this: if those outcomes aren’t recognised and rewarded, we lose not only the fibre and the people behind it but also the environmental benefits that come with wool growing. That’s where Woolmark+ comes in. We work to make these contributions visible and valuable - giving brands and investors confidence that their sourcing decisions are building supply chain resilience, contributing to real climate and nature outcomes, and helping to secure long-term fibre availability.”
“The biggest risk is losing the grower. Right now, we’re seeing woolgrowers walk away - because prices are low, costs are high, and their work isn’t being properly valued. If that continues, supply chains become unstable and genuine regenerative fibre.”
