Local media in Copenhagen reports Rockwool has broken the law and settled the case. The article goes on to mention other possible police reports in a broader scheme to greenwash. We’ll link to the article below and summarize it as follows:
In August 2022 Rockwool advertised in inner Copenhagen and later digitally citing “breathable” and “By Nature” in reference to their products. According to the Danish Marketing Act advertisements must not contain false information or otherwise mislead but instead must be balanced and clearly worded. Rockwool, in its defense, suggests the core material in stone wool insulation (note there is NO wool) is stone. The article clearly states that the stone is processed at 1500 degrees and then subjected to a 5% binder / water repellent (chemical). Chemicals and 1500 degrees are not natural and none of the above sounds breathable or anything you’d want to breathe.
After the ruling Rockwool’s website stated the following:
“Rockwool’s stone wool can be considered a natural material”. Following a request for a meeting from the authors of the article, the verbiage was subsequently removed.
Our views are unchanged. Common sense goes a long way in building materials. Legacy companies don’t have a good story to tell so they hijack the narrative to pull the (fake) wool over unwitting consumers’ eyes. We have championed this view for a decade and enjoyed being transparent with our efforts while helping homeowners make informed decisions that best suit their needs. We do not wish ill will on others in our space but we sure would appreciate companies like Rockwool and the fiberglass folks being upfront with the health risks, footprint, and lack of sustainability in the use and creation of their products.
We’ll keep telling the truth and expect they will continue to obfuscate it but this has to go down as a win for the homeowner. And with any luck, this news will travel around the world on a bigger boat than we sail around on!
As ever, thanks for your support in our quest to bring you the most dynamic fiber on the planet in a sustainable and thoughtful way so that you might use it as nature intended!
All the best,