For the third year in a row, the Ariège cooperative Laines paysannes is organizing, from October 10 to 16, a digital mobilization campaign to promote sheep wool from the Pyrenees and, more broadly, from France. “The idea is to introduce the general public to local wool, still too little used by the textile industry, and to democratize the entire production chain, explains Olivia Bertrand, a weaver by training, founder of the cooperative with her companion, Paul de Latour, sheep breeder. For this edition, we have decided to put a spotlight on all those who contribute to creating the raw material – breeders, shepherds, shearers and sorters – so that we can put a face to these “invisibilized” actors. Because, unfortunately, the latter are often poorly paid and see their work little valued. »
Laines paysannes, which also offers for sale a range of clothing and accessories, rugs, cushions and throws, is campaigning for wool to no longer be perceived as a by-product of animal husbandry – a simple ” waste “ –, but as an agricultural production in its own right. “Fashion brands are claiming the use of French wool without worrying about the working conditions and remuneration of local producers”, regrets Olivia Bertrand.
For this campaign, the cooperative has joined forces with the French branch of the NGO Fashion Revolution, committed to fashion that is more respectful of working conditions and the environment, to create the slogan “I made your wool” (“I made your wool”), with neat graphics. All those involved in the production of wool are thus invited to photograph themselves with the slogan printed on a sheet, then to post the photo on social networks or to send it to Laines paysannes which will share it on its platforms.