Canada's wool industry was well represented at the 95th International Wool Textile Organisation (IWTO) Congress held in Dalang, China. The event brought together industry leaders, researchers, manufacturers, and wool advocates from around the world to discuss innovation, sustainability, and future opportunities for wool production and use.
Small Farm Canada loves fibre, so we were pleasantly surprised to see the Canadian Wool Council and industry representatives at such a major international setting.
A Canadian delegation participated in the congress and shared several projects aimed at promoting wool as a sustainable and versatile natural fibre. Industry representatives highlighted new initiatives designed to expand the use of wool in different sectors while increasing awareness among consumers.
Mengting Shen, Designer and Project Manager, Creative Matters Inc.'s presentation focused on ongoing Canadian wool projects, including wool carpet developments. Innovation in interior design was also a key theme. Canadian representatives highlighted the growing use of 100 percent wool carpets in residential spaces. This approach moves away from blended materials and supports products that are biodegradable, recyclable, and environmentally responsible.
Kinza Nasri, founder, ca va de soi, discussed ways to market wool knitwear beyond traditional seasonal demand. The presentation emphasized educating younger consumers about natural fibers, durability, and timeless fashion choices. The goal is to encourage greater appreciation for wool as a sustainable clothing option throughout the year.
These efforts are intended to strengthen market opportunities and demonstrate the material's value in modern products.
The congress also provided opportunities for young industry professionals to connect with peers from several countries. These international exchanges supported collaboration, knowledge sharing, and future leadership development within the global wool sector.
Beyond the in-person presentations, Canadian experts contributed remotely to working groups focused on topics such as wool interiors, product wellness, market intelligence, and sheep welfare. Their participation helped support ongoing discussions about industry growth and best practices.
A major milestone announced during the congress was the launch of the IWTO Green Book. This new resource provides science-based information about wool's environmental performance and sustainability benefits. The publication is expected to serve as an important reference for industry stakeholders and consumers seeking reliable information about natural fibers.