To mark the Campaigns 15 th Anniversary, John Smedley has created a capsule, unisex collection for adults and children crafted exclusively in British Wool. Every garment is traceable – from sheep to store – shining a light on the work of the British farmers, wool sorters, spinners and craftspeople who shape each piece with quiet mastery.

Responsibly sourced and fully traceable back to UK farms, the collection honours the entire supply chain with the integrity it deserves. As a statement of purpose, each sweater features an understated ‘Choose Wool’ emblem — a call-to-action encouraging consumers to opt for natural, renewable materials over synthetic alternatives.

October is nearly here, and with it comes Wool Month, our annual chance to celebrate one of the most sustainable, resilient, and beautiful fibres nature gives us. At a time when concerns about climate change, fast fashion, and environmental impact are more urgent than ever, wool shines through like no other fibre – it is 100% renewable, biodegradable, temperature regulating, and durable.

This year is even more important – as we celebrate 15 Years since the Campaign for Wool was initiated by our Patron, HM King Charles III.

Throughout Wool Month, we’re putting the spotlight on why choosing wool isn’t just a fashion decision it’s a vote for the planet. Whether in your wardrobe, home, or everyday lifestyle, every wool piece carries value far beyond its warmth.

‘Can Ewe Knit It?’ – is a call out to global fans and knitting enthusiasts to knit or crochet a Shaun inspired blanket square, where a public event by Craft Forward will ewe-nite every woolly wonder to create Shaun the Sheep inspired blankets for unhoused people, with wool for the event being 100% British Wool, donated by West Yorkshire Spinners.

A unique collaboration blending sustainability, craftsmanship and tradition….

Wool Month 1st – 31st October. 🐑🐑

• Wool is natural, biodegradable and a renewable resource
• Wool does not add to the planet pollution
• Check your label, make sure It’s Wool

Shaun the Sheep returns as ‘ambaaa-ssador’ for The Campaign for Wool and British Wool as part of a collaborative promotional campaign to help educate and promote wool flooring as sustainable and good for the planet.

The Campaign for Wool is a global endeavour initiated by its Patron, in order to raise awareness about the unique, inherent natural, renewable and biodegradable benefits offered by the fibre in everyday life.

The Campaign for Wool is jointly funded by some of the world’s largest woolgrower organisations including British Wool, Cape Wools, New Zealand Campaign for Wool and The Woolmark Company.