The best choice for our modern lifestyle
“There is, I believe, a need to understand the performance of wool and why it works so well and therefore is the core of our efforts. By shining the spotlight on wool in fashion, carpets, upholstery, beds, bedding, insulation and much more, we can show how it is the best choice for the modern lifestyle we live today and that our families will live tomorrow. Importantly, we can show how choosing wool allows us to take care of our planet,” HRH The Prince of Wales.
Encouraging collaboration between an international community of wool growers, major fashion designers, retailers, manufacturers, artisans and interior designers, the Campaign has been instrumental in educating consumers about the versatility of wool. Used in myriad applications, from luxurious fine merino knitwear, cloth and flooring to beautiful hard-wearing interior products and fire-retardant insulation for the home, wool offers nearly endless opportunities to enhance people’s lives.