Turkish cotton… Chinese silk…French linen… Could Canadian wool join this list of global namesake textiles?
It’s certainly something Matthew Rowe, CEO of the Campaign for Wool (and its parent organization, the Canadian Wool Council), would like to see. To that end, the organization is pouring much of a recent $185,000 windfall into branding and marketing Canadian wool to the world.
Matthew Rowe, CEO of the Campaign for Wool in Canada
The money comes from a federal government grant announced in Montréal in December 2023 at the first-ever meeting of the International Wool Textile Organization (IWTO) to be held in Canada. Rowe is proud to have hosted this global organization, one that the Canadian Wool Council had been seeking to join for a decade. Besides boosting Canada’s world profile, it was a chance to step into a potential niche for homegrown wool in the international market: interior design.
Photo credits Andrew Reimer for Campaign for Wool Canada except where indicated.
