The Wellington based design team The Formary created WoJoTM for Starbucks by combining LaneveTM wool, with its sustainable, ethical and traceable qualities, with jute from recycled coffee sacks, to form the new furnishing fabric.
The fabric uses 70% strong and mid fibre wool and the jute is recycled from Starbucks’ coffee sacks.
Mixing wool with waste has to be a winner – a natural product meets waste reduction.
Federated Farmers meat and fibre spokesman Bruce Wills is excited about the venture:
“It’s an inspiring twist on the adage of something new and something old.
“While the initial focus of WoJo is upholstering Starbucks’ 8,000 stores outside of the United States, The Formary has really created a whole new ecologically friendly fabric.
“With the manufacturing partnership with Yorkshire-based Camira, we have a genuine opportunity to get wool back into people’s minds for their homes, offices, schools and even public transport. Not just here but right around the globe.
“It’s easy to overlook the nearly $600 million that wool generates each year for New Zealand. Yet we feel the potential is more than five times that sum, if, and that’s the key word, we can spark wool’s renaissance.
“The Formary’s commitment to wool shows it is possible and we believe New Zealand Trade and Enterprise can see the vast potential that wool has.
“It’s this kind of joined-up approach to market and product development with the exporters, that will make consumers take that all-important second look at wool. . . “
Wool should tick all the boxes for consumers who want a natural, renewable product and WoJo is a wonderful example of what can be done with it.
More good news followed this announcement - a continuing world shortage of wool is having a positive impact on the price.
Although meat companies often get blamed for the depressed state of the sheep industry, meat prices haven’t been bad. It’s low prices for wool and other by-products which have kept returns low.
Big losses in the southern snow storms and restocking will keep the supply of lambs low this season which will also help prices.