One of the most talked-about moments of the show was the display of a flammability test comparing wool carpet with synthetic alternatives. The demonstration highlighted wool’s inherent flame resistance – wool requires significantly higher levels of oxygen in order to burn and will only ever char and self-extinguish, rather than ignite. In contrast, synthetic fibres melt and burn rapidly, releasing potentially toxic fumes. This powerful visual reinforced wool’s unique safety advantages and left a lasting impression on industry professionals.
Wool has a naturally high ignition temperature of 570–600°C, compared with just 200–300°C for many synthetic fibres.
Flashover in modern homes with synthetic-based furnishings can occur in under five minutes, with some reports showing fire escalation in as little as 7–10 seconds once ventilation is introduced.
By contrast, mid-20th century homes built and furnished with more natural materials such as wool averaged around 29 minutes to flashover, providing far greater time for escape and safety.
Shaun the Sheep returned to support the wool flooring manufacturers collaborating with Aardman, Campaign for Wool and British Wool.
Making a welcome return as part of the second year of the Shaun Loves Wool and Perfect Carpet for Ewe campaign – a three-year promotional push for wool flooring – the character once again captured imagination. The point-of-sale campaign translated complex sustainability and performance messages into a fun and accessible format, proving a standout hit for retailers.
Many companies supporting the Shaun the Sheep initiative reported positive consumer engagement at retail level since last year.
Collaborating companies included:
Manufacturers: Brockway Carpets, Causeway Carpets, Cavalier Carpets, Cormar Carpets, Manx Tomkinson Carpets, Penthouse Carpets, Westex Flooring
Yarn Spinners: Danspin, Lusolã
Buying Groups: BRM, SMG
Wool Care: WoolSafe
As extreme weather events and climate concerns continue to escalate, wool’s role as a natural, low-impact material becomes even more critical. Wool requires significantly less energy to manufacture than synthetic oil-based alternatives and avoids the problem of microplastic pollution, however wool is fully biodegradable in both soil and marine environments.
The Campaign for Wool continues to educate the industry and consumers about wool’s capacity to improve indoor environments – regulating humidity, neutralising airborne pollutants, and trapping dust and allergens thanks to its natural lanolin coating.
Clean and Green: With allergy and indoor air quality concerns rising, wool flooring stands out for its natural ability to balance humidity while providing warmth, comfort, style, and safety.
Floor Art: Rugs allow consumers to treat their floors as a canvas, expressing individuality through eclectic and global styling influences.
Yarn Styling: Innovative techniques such as moulinés, stipples, marls, and tonal effects add a new dimensions to cut and loop pile constructions. Warm neutrals and natural undyed shades, from coffee and caramel to clay and botanical greens, are the standout palette.
Runners on the Rise: From hallways to staircases, runners are becoming an inspirational trend, with flatweave herringbones and colourful edging options giving consumers scope for personalisation.
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