Woolmark Launches 'The Last of Us'-Inspired Spot from 20(Something)

Industry certification company Woolmark just launched a new short film inspired by the hit HBO series "The Last of Us" to promote the benefits of wool and its status as the world's most recycled clothing fiber. 

Made together with agency 20(Something) and film production house Studio Birthplace, the one-minute spot sees synthetic garments coming to life, leaving a striking message that they all still exist in the world in some form.

The cinematic short, titled "Wear Wool, Not Waste," comes amid legislative changes being made across Europe to address the rise in waste in the fashion industry, which is in part due to the creation of cheap, synthetic clothing. 

 

 

 

 

 

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John Roberts, managing director at Woolmark, says the film serves as an "urgent call" to the industry to reconsider their garment-making practices and make wiser, more sustainable choices.

The campaign comes as a follow-up to the company's "Filter by Fabric" initiative launched last year, which brings to light the industry's practice of using misleading terms on product names, promoting proper fabric descriptions to help consumers make more informed purchases.

Woolmark's campaign combines striking and familiar dystopian visuals with a strong message — an effective way to capture the attention of audiences worldwide and highlight its brand values of sustainability and circular fashion.

Running Clothes, Literally

"Wear Wool, Not Waste" kickstarts with a commuter noticing a pair of track pants come to life straight from the sidewalk dumpster. 

The pants, along with other types of clothing made out of synthetic materials, then begin run, forming a zombie-like mob on the city streets.

Passers-by take notice, surprised over what they're witnessing. The spot then plays out like an apocalyptic film, with cars stopping in the middle of the street and citizens fleeing the scene. 

 

 

 

 

 

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In a climactic finish, the garments run towards a dead-end cliff, where they all jump and float over the city's rich greeneries. 

"Every synthetic garment ever made still exists in some form, haunting our planet. Wool is natural, renewable, biodegradable, and the most recycled apparel fiber. Wear wool, not waste," the screen writes as the spot ends. 

Last week, "The Last of Us" actress Bella Ramsey, starred in a series of iPhone 16 spots from Apple.

Editing by Katherine 'Makkie' Maclang