Wool Month 2024 kicks off with more activities than ever before, aiming to increase consumer awareness and demand for British wool. With events starting in September and running into November, the campaign has grown significantly.

Graham Clark, Marketing Director at British Wool, highlighted the growing popularity of Wool Month, noting the crucial role of social media in reaching new consumers and promoting British wool products.

Yarndale, the first event, catered to knitters and featured a ‘wool trail’ and wool grading demonstration, showcasing the versatility of British wool. Additional initiatives include Shaun the Sheep-themed displays in carpet stores, a press campaign led by Patrick Grant focusing on consumer habits, and fast fashion solutions through British wool.

Events also span from a celebration at the Welsh Wool Museum to partnerships with brands like Navy Grey and Walker Slater in London. A major highlight is a roundtable at Central Saint Martins, University of the Arts London, discussing British wool’s role in sustainability, involving both high fashion brands and students.

This year’s campaign is designed to drive consumer engagement and demand, continuing to elevate the reputation of British wool.