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Choose the World – Choose Wool

Wool has inherent natural properties that benefit the planet in so many ways. The planet is choking from waste plastic and man-made fibres that are being discarded in its oceans and the land every single day.

In terms of consumer fibre choice there is still a disconnect as to what contributes to being man-made, synthetic or plastic – which are all oil-based products that do not biodegrade and have high environmental impact to the planet. To address this, the Campaign for Wool has developed a series of short animation films to be released to coincide with #WorldEarthDay which can be viewed here, and will be shared on @campaignforwool social channels over the coming weeks.

The films pose the question; ‘What’s the Difference’ and succinctly highlight the fibre differences between wool and man-made products – acrylic, nylon, polyester and polypropylene with a reference to a number of #WoolFacts, with a reminder for consumers to Choose the World, Choose Safety and to #ChooseWool.


  • When wool is disposed of in soil or water, it takes a very short time to break down, whereas most synthetics and plastics are extremely slow to degrade, if at all
  • At the end of its useful life, wool can be returned to the soil or the marine environment where it decomposes, releasing valuable nitrogen-based nutrients into the ground/ocean


  • High in water and nitrogen content, wool is naturally flame-retardant. Wool does not melt, drip or to stick to the skin causing burns, and when subject to extreme heat it produces less smoke and less noxious fumes
  • Wool’s requires high levels of oxygen in order to burn and has a far higher ignition threshold compared to other fibres which prevents the spread of flames


  • Wool carpets have a natural resistance to spills and stains and can be cleaned easily with a natural water solution of mild detergent.
  • Unlike polypropylene carpets which are cleaned with bleach, leaving toxic residues.

Culminating in a film, with a call to action, for consumers to make a difference with their fibre choice and to Choose Wisely and #Check It’s Wool. With the final film emphasis in this series on #SlowingDownFastFashion and to combat the current throw-away culture, research shows that the average life of a wool garment is 2-10 years, compared to 2-3 years, or less, for garments made from other fibres

It may be a small effort, but each and every one of us should consider making these changes in our day to day purchases and lifestyle choices. The Campaign for Wool hopes that the publicity surrounding the plastic contamination of our world has an impact on consumer decisions on fibre purchase, knowing that they can make a small difference in the lifestyle choices they make, and one of those being to ‘Choose Wool’.




Video Production:

Billy Hanshaw Studio: Animation

Billy Hanshaw is probably best known for being the conceptual designer behind the title sequence for Series 8, 9 and 10 of Doctor Who. He’s received a string of creative awards throughout his career, including BAFTA and Royal Television Society nominations.  Almost half of his 30-year creative life was spent working in advertising and branding agencies, where he honed effective visual communication skills. The following 15 years includes a long period of successful freelance and consultative engagements, leading to the development of a boutique design business: Billy Hanshaw Studio. 

Alex James: Voice Over

Voice over by Alex James, musician, writer, cheese maker and Campaign for Wool supporter.

Wool items featured: CurtainsAbraham Moon & Sons. KnitwearAnderson and Sheppard, John Smedley, Johnstons of Elgin. CarpetsPaley’s Flooring.

Fire test filmed at: Howarth Scouring / Enco Global

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