Prince Charles is urging consumers to embrace wool as the natural fibre for a sustainable future.

"Wool is a fibre even the most brilliant boffin in the most high-tech laboratory could never create," he said.

"Humanity must realise it is unable to replace nature."

Australian Wool Innovation chief executive officer, Brenda McGahan said the prince's support fits in perfectly with current marketing efforts.

Speaking on a bitterly cold Australia Day at Wimpole Estate, a late-18th century farm in Cambridgeshire, England, the Prince of Wales declared his heartfelt solidarity with wool growers in Australia, New Zealand and the UK.

Prince Charles, himself a sheep farmer at his Highbury Estate in Gloucestershire, urged manufacturers, retailers and consumers to reconsider wool as an alternative to the landfill fibres that have come to dominate certain sectors of modern lifestyle.

AWI is working on the prince's wool campaign with the International Wool Textile Organisation and the British Wool Marketing Board.