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#003: Tone Skardal Tobiasson talks about wool’s opportunities in the quest against fast fashion

Tone Skardal Tobiasson

Design Destined for Trash vs. Wonderful to Wear – Journalist Tone Skardal Tobiasson is demystifying fast fashion and highlights the opportunities designers have when talking about the fibres they use such as wool.

About Tone Skardal Tobiasson

Tone Skårdal Tobiasson is a seasoned journalist, editor and author of several books, including one on wool which she co-wrote with Professor Ingun Grimstad Klepp. She has a BA in journalism and sociology from Stanford University and worked as editor of several fashion publications for close to two decades. In 2007 she co-founded the Nordic Fashion Association and the NICE (Nordic Initiative Clean & Ethical) Fashion project, and has since been engaged in sustainable fashion. It was through this work that she discovered wool, and has headed dissemination for a number of wool projects – both academic and more commercial. She writes for EcoTextile News, is editor of – where the results from some of the work with wool is published. Currently she is trying to organize the Norwegian wool industry into a functioning organization, but has so far not been able to ‘herd them’ into a cohesive entity.

Connect with Tone Skardal Tobiasson here





Key Timestamps

1:27: Introduction to Tone
03:40: Why Norwegians wear so much wool
07:30: About the KRUS project
11:40: The advantages of on-shore manufacturing
16:30: Knowledge gap of the consumer
19:10: Barriers to Wool
25:30: Social Media Usage
28:30: Recommendation how the wool industry should use social media
33:30: Movement against fast fashion
37:36: How can Young Designers tap into the Slow Fashion movement
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About the author, Elisabeth

Elisabeth is the founder and host of the Wool Academy Podcast. She also runs her own consulting business where she supports wool industry businesses with strategic communications and project management.
Elisabeth used to work as the Secretary General for the International Wool Textile Organisation where she developed her passion for wool and the wool industry. Her previous education and work experience equipped her also with a broad set of communications skills.

Elisabeth vision is to see the wool industry thrive which is why she supports wool industry businesses communicate successfully.

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