This October, the Campaign for Wool marks its 15th anniversary by launching a compelling new message: “Check It’s Wool.” The campaign aims to raise awareness among consumers about the importance of choosing wool — nature’s smart, renewable, and biodegradable fiber — over synthetic alternatives.
Founded in 2010 by His Majesty King Charles III, then HRH The Prince of Wales, the Campaign for Wool has evolved into a globally recognized movement. Today, it brings together over 1,000 companies across sectors such as agriculture, textiles, fashion, interiors, and design — with the UK remaining at the forefront of innovation and advocacy for wool’s modern relevance.
“This milestone reminds us of wool’s enduring value,” said Peter Ackroyd, Chairman of the Campaign for Wool. “As a natural fiber, wool supports the environment — it biodegrades in both soil and water without leaving microplastic pollution. Simply choosing wool products is one of the most effective actions consumers can take to support the planet.”
The 15th-anniversary celebrations will highlight wool’s contribution to:
- Circular design and sustainable fashion
- Soil regeneration and marine protection
- Healthier, toxin-free living spaces
Events planned throughout October include educational showcases, interactive installations, retail pop-ups, and artisan-led workshops, designed to engage the public and demonstrate wool’s diverse benefits.
Participating Brands
- Fashion: Vivienne Westwood, Amy Powney, Anderson & Sheppard, Brora, Gieves & Hawkes, Harris Tweed Hebrides, Johnstons of Elgin, Finisterre, Navy Grey, and more.
- Home & Lifestyle: Camira, Harrison Spinks, Roger Oates, Vispring, Wallace Sewell, Thermafleece, Brockway, among others.
To explore the full October program or join the movement, visit www.campaignforwool.org
