The Campaign for Wool will be visiting Pitti Uomo from 13–16, continuing the conversation around natural, responsible fibres with the international menswear community.

We will also be collaborating with UKFT at Milano Unica from 20–22, showcasing the strength of British mills and introducing Operation Made to Measure — our tailored approach to fine Merino worsted cloth — at Stand 20B20.

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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.

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

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.