Editorial: Prince Charles proves useful

OPINION: Prince Charles has proved at last the monarchy may not be as useless as the republican movement would have us believe.

Those who would put our future king in the same category as a chocolate fireplace may be interested to learn that he has made himself useful to the New Zealand economy by taking up the cause of the struggling wool industry.

His royal highness, best known for his poor treatment of his ex-wife and talking to trees, is passionate about wool and is fronting the campaign on behalf of New Zealand and Australian farmers as well as his own wool growers at home.

Perhaps the prince's greatest ally in the campaign is United Kingdom retail giant Marks and Spencer. The retailer is a British institution and its stores are on most high streets.

The company has built its reputation on quality products – it isn't cheap – and is regarded as more of a middle-class favourite than a retailer at the cutting edge of fashion. It is more brown cardy than Versace, but nevertheless carries a lot of clout with consumers. It has huge buying power and market reach, and its backing of the wool industry has to be a boon for producers.

Of course pushing wool as a highly sustainable and fashionable alternative is not news in New Zealand. Peri Drysdale's Snowy Peak and Untouched World fashion labels have been trailblazers for years. Mrs Drysdale has spent years taking the story of quality fashionable garments made in New Zealand to the world.

The Icebreaker fashion label has also done great things for the merino industry and is working hard to break into the lucrative American market.

While their efforts have helped, life is still incredibly tough in the wool industry and Prince Charles' support has to be welcomed.

The prince has excellent greenie credentials, thanks to his commitment to organic farming, and his backing of the Australian wool industry is particularly significant.

Australian growers have been a prime target for animal rights protesters over the years because of the practice of muelsing, which is used to prevent fly strike. Having the stamp of one of the world's most influential greenies is a great coup.

The reasons wool is a great product are compelling and it may be that the product's time has come at last. It is a sustainable, natural product that is warm, water-resistant and can be incredibly comfy to wear.

Modern production technology means it can be woven into fashionable garments, which are a far cry from the bush shirts of old.

The prince is also keen on wool carpet, a key industry for New Zealand's coarser blends, as a better alternative than manmade fibres. If he keeps it up, he may just make a useful king after all.