A BASEBALL cap worn on the red carpet by pop superstar Billie Eilish at the Grammy Awards this week has caused a labelling row due to the use of the word “Shetland”.
At the prestigious awards show, the American singer donned a blue cap which featured branding of the baseball team Los Angeles Dodgers and was made with wool from the Yorkshire company Moon.
However, the headgear has sparked debate amongst the Shetland wool industry as the label on the side of the cap read: “Shetland, woven in England since 1837”.
It was accompanied by two Union flags and the word “Moon”.
According to Shetland News, who first approached the Yorkshire company, the wool wasn’t actually of Shetland origin and was only “Shetland-type”.
In a post on social media, Moon said: “‘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.”
However, according to Jamieson and Smith Shetland Wool Brokers, the use of the Shetland tag on woollen products is something they have been aware of for a number of years.
The Shetland-based firm said it was “disappointed” to see other companies benefiting from the reputation and name of the islands' renowned wool without contributing to the industry or the economy.
According to the firm, trading standards say there is only an issue of misleading customers if words like “genuine” or “real” are also used along with the labelling as it would imply the wool originated from Shetland.
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 a blog post from 2018, the firm also said that the Shetland labelling was “appropriating the reputation that Shetland wool has earned over hundreds of years through our climate, culture, history, and sheep”.
Meanwhile, writing on social media this week, the Scottish firm said if Eilish wanted some real Shetland wool for her next hat she should give them a call. They added that knowing where the wool comes from helps to keep the industry alive.
The post read: “A few years ago, there was an event at the Shetland Museum discussing Authenticity in Culturally Based Knitting, and this quote has stayed with us ever since… It was a handwritten note at the bottom of a typed letter about Shetland knitting.
“Not all yarn labelled ‘Shetland’ contains real Shetland wool! ‘Shetland type’ yarns can mimic the characteristics but may have no connection to Shetland sheep or the islands. 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!”
Moon have been approached for comment.
