KRUS

Enhancing local value chains in Norway: KRUS means “crimp” and Norwegian wool is known for its exceptional crimp (“bounce”), luster and durability. 

The project’s goal is to improve the market for and the value of Norwegian wool and survey the opportunities for local production in a move towards a goal of sustainability in the fashion sector through increased knowledge of business opportunities and quality improvements throughout the wool value chain. This knowledge is relevant for industry as well as policy makers, and actors both within and outside today’s value chains.

On a larger scale, we will be looking at how we can reestablish an understanding of the connection between the raw material and the finished product within the textile industry and among consumers. It is critical to understand this connection both to ensure quality products and to reach the market potential for Norwegian wool. To reestablish the understanding of “where clothes come from” is also at the heart of the challenges that the textile industry is facing. We will use knowledge from the shift towards local food appreciation that points towards a change in the understanding of raw materials, quality and origin. The project builds on the research from the NRC project Valuing Norwegian Wool (VNW). It looks into some of the problems in the value chain that the VNW-project uncovered related to lack ofcooperation, product-development, transparency and labelling. These challenges will be addressed through combining research with development work on several levels in the value chain. The combination of new knowledge, dissemination, and product-development will ensure a dynamic project.

While the project looks into only one value chain (wool), it also fully supports the ambition of exchange and comparison between the value chains that are in the call. As it has not been possible for us to establish a project where wool is compared to other value chains in Norway, we will focus on international comparisons with wool in other North Atlantic countries, and with other local textile value chains in the Nordic countries (viscose, flax, etc.), but also looking at the current on-shoring trend in the US and in the UK. In addition we will make use of the knowledge on the changes within the food sector in the discussion of what is happening with wool.

The project is financed by the Norwegian Research Council and led by Norway's Institute for Consumer Research. More information will be shared here shortly.

Launch of the project was launched at the Needlework & Technology conference in Oslo, March 17th, 2015 at DogA.