Celebrating verified and traceable wool with British Wool and Harris Tweed Hebrides

In conversation with Haldi Kranich-Wood, Product Manager at British Wool and Margaret Ann Macleod, Sales Director at Harris Tweed Hebrides.

October 29th, 2021

Written by FibreTrace

Our recent partnership with Harris Tweed Hebrides and British Wool to connect and trace Scottish wool growers throughout the fashion supply chain highlighted the importance of transparency across all fibre types to substantiate claims and enable authentic storytelling.

By collaborating with FibreTrace®, British Wool and Harris Tweed Hebrides invited their customers to celebrate the natural benefits of Scottish wool for its sustainable qualities, durability, and unique colour and handle to produce high-quality yarns synonymous with Harris Tweed®.

Traceability allows brands to have true custody of supply, authenticate sustainability claims, audit and monitor fibre at every step of the supply chain and know with full confidence that the label matches the product at the end of the day.

In turn, consumers are armed with this information to make more informed purchasing decisions that are rooted in radical transparency.

"One of the major challenges facing the wool industry is what has been labelled “greenwashing” whereby synthetic-based products make misleading claims about their environmental credentials. Without transparency, the concern is that consumers are likely to be misled by these claims and turn away from more natural products."

(FibreTrace) What is the importance of being able to connect and trace Scottish wool growers throughout the fashion supply chain?

(HKW) The provenance of our products is an area that has gained a great deal of traction in the fashion industry over the past few years. This is important on several levels, especially because it ensures a 100% guarantee between the label and product.

(FibreTrace) Harris Tweed Hebrides is known globally for its rich history, iconic fabric & ongoing commitment to sustainability. Why was implementing transparency an important step in your journey?

(MAM) Harris Tweed® has been woven on our islands for centuries and over the past 100 years our work has focused on securing the future of our industry.

Firstly, the introduction of the famous Orb certification mark, which is now over 100 years old, and more recently by passing the Harris Tweed Act of Parliament 1993 at Westminster - both of which have protected the unique manufacturing process involved to create each metre of Harris Tweed®. Expanding the traceability of our fabric back to the wool fibre and forward through to the retailer is an exciting development in the history of our industry.

(FibreTrace) What story do you hope to communicate with consumers by implementing traceability to Scottish wool in collaboration with Harris Tweed Hebrides?

(HKW) We want to communicate and celebrate the numerous benefits of wool as a sustainable and natural fibre. A wool fleece is re-grown every year and our sheep roam freely in the countryside and the hills, preserving the amazing landscapes we all enjoy.

As long as there is grass for sheep to eat, wool can be produced. This directly contrasts with synthetic fibres, which require oil and refineries, a non-renewable resource for man-made fibre production.

We also want to communicate the specific benefits of Scottish wool including the amazing colours that can be created, the unique handle it produces for tweed and the durability it gives any garment due to its natural inherent qualities. 

(FibreTrace) Why did Harris Tweed Hebrides choose to work with FibreTrace® to implement full traceability to British wool?

(MAM) Fibretrace® is an innovative technology which allows us to tell the story of our fibre and showcase the provenance of British Wool (our 3rd project partner). Harris Tweed Hebrides source our fibre from British Wool and we are very proud to support British sheep farming and share this sustainable benefit with our customers.

(FibreTrace) What are some of the current challenges or misconceptions facing the wool industry that you hope to overcome?

(HKW) One of the major challenges facing the wool industry is what has been labelled “greenwashing” whereby synthetic-based products make misleading claims about their environmental credentials. Without transparency, the concern is that consumers are likely to be misled by these claims and turn away from more natural products.

(FibreTrace) How will this added insight into the supply chain enhance the Harris Tweed Hebrides experience for your valued customers?

(MAM) Our customers are becoming more interested in the source of the handwoven Harris Tweed® they are buying, and this is being driven by the end consumer engaging more with the story of the products they choose to purchase. Wool is a wonderful fibre for many reasons and when you can trace the fibre right back to the farm and sheep across the UK, we feel the customer will be able to connect with each person and process involved in the creation of their garments.

(FibreTrace) What is your long-term vision for adopting traceability across all British wool?

(HKW) At British Wool, we have to adapt to our customer’s needs. If the end brands they are serving are demanding traceable wool we must fulfil this demand.  Inevitably, traceability comes at a premium as it requires investment in the supply chain so brands must be willing to pay that premium, otherwise, the whole system is not sustainable. 

(FibreTrace) Why was it important to introduce the first fully traceable Harris Tweed® collection and tell this story with House Of Bruar?

(MAM) At Harris Tweed Hebrides we manufacture our fabric, always starting with pure new Cheviot wool, at our mill in the Outer Hebrides. Our fabric is made within the island community and therefore traceability is inherent in Harris Tweed®.

Pushing traceability through the garment supply chain is important so we needed to collaborate with a trusted partner. House Of Bruar were the ideal company to work with as they share many of our core values - they are a quintessential British brand. 

Supporting UK manufacturing is also extremely important to House Of Bruar with many of their collections carrying a ‘Made in the UK’ label.