Community / Billie Eilish hat reopens debate over use of ‘Shetland’ wool label
OF ALL the things you might expect to see at the glitzy Grammy Awards in Los Angeles earlier this week, the word ‘Shetland’ certainly was not at the top of the list.
The cap was a collaboration with sports brand New Era, and featured branding of baseball team Los Angeles Dodgers.
But the headgear appears to have reopened debate over the use of the word Shetland on wool products.
Shetland News approached Moon to ask if the wool was actually of Shetland origin – but the line back is that is only “Shetland-type”.
And the company added on social media: “‘Shetland’ is used as a descriptor for character and count of yarns, as well as geographic origin.
“Our company sources high-quality wool of different types and characteristics from trusted growers in the UK, New Zealand, South Africa, and Australia.
“Additionally, we work with accreditation schemes such as the Responsible Wool Standard (RWS), which ensures full traceability from farm to finished cloth, maintaining ethical and sustainable sourcing practices.”
For local woolbroker Jamieson and Smith the issue of the ‘Shetland’ tag on wool products is something that has been on their radar for years.
They say that according to British trading standards, yarn can be named Shetland but not actually include any of the famous Shetland wool, if it imitates the spinning style or feel.
The company highlighted in a blog post on the issue back in 2018 that under trading standards if words like “genuine” or “real” are also used then this implies the wool originated from Shetland.
Speaking this week, Ella Gordon from Jamieson and Smith said: “It’s disappointing to see yet another instance of a company benefiting from the reputation and name of Shetland wool without contributing to our industry and economy.”
In the 2018 blog, the woolbroker said that ‘Shetland type’ yarns are “appropriating the reputation that Shetland Wool has earned over hundreds of years through our climate, culture, history and sheep”.
The Shetland Wool Week website proclaims that Shetland wool has a “world class natural fibre, with a long standing reputation for quality, strength and excellence from the fleece to the textile products”.
Writing on social media this week, Jamieson & Smith said that “knowing where your wool comes from helps keep traditional wool production alive”.
“Billie, if you’re after some real Shetland wool for your next hat, give us a call!”
Please note: Using a photo of Billie Eilish wearing the Shetland cap here would have set us back between £275 and £375, so we decided against it.
Become a member of Shetland News
Shetland News is asking its many readers to consider paying for membership to get additional features and services: -
- Remove non-local ads;
- Bookmark posts to read later;
- Exclusive curated weekly newsletter;
- Hide membership messages;
- Comments open for discussion.
If you appreciate what we do and feel strongly about impartial local journalism, then please become a member of Shetland News by either making a single payment, or setting up a monthly, quarterly or yearly subscription.
Already a member? Sign in to hide this message.
