The Wool Wire | July 31, 2025
Proof that wool keeps us cool. Plus, the power of good advertising and obscure awards, five British brands using traceable wool, and a welcome jaunt to the Hebrides.
News snippets from the wool world
Hello, my friends,
As the hottest days of summer descend upon us, a fascinating new study from North Carolina State University confirms that wool is a body's best friend—even (or perhaps especially) when that body is working hard to stay cool during and after exercise.
The four-year study, now published and peer-reviewed, introduced the concept of dynamic breathability—a measure of how well a fibre responds to real-time changes in heat and moisture. Merino wool emerged as the only fibre tested to maintain stable microclimate conditions during both exertion and recovery phases, offering athletes improved comfort and energy conservation.
The study also confirmed that Merino wool buffered moisture 96% better than polyester, 45% better than cotton, and 26% better than viscose—and it was the only fiber that could consistently thermoregulate through both exercise and the recovery period afterwards.
Might the downfall of petroleum-based sportswear be in our future?
Creative Campaigns
Woolmark's Wear Wool, Not Waste campaign has won Gold in Creative at The Drum Awards for Marketing. The campaign was intended to reshape consumer perception of wool by emphasizing that synthetic fibers are derived from petroleum.
Since launching in September 2024, the campaign snagged 14 million views in the first week, 42 million total views, a whopping 261.8 million impressions, plus coverage in 865 media outlets. Did it singlehandedly tilt the scale back to wool? No. But it definitely helped build an impression.
This award may not get much attention from those who don't work in marketing, but I'm hoping that this type of industry recognition will inspire more investment in creative wool-awareness campaigns.
The Drum,
In Defense of Obscure Awards
While we're on the subject of niche industry awards that don't directly impact your or my closets, what could be more niche than giving an award to a bale of wool? Loro Piana's Record Bale Award has been dutifully given since 1997. To be fair, the award is given to the two finest bales from that year's wool clip for Loro Piana—one for a New Zealand grower and one for the Australian grower.
I love to imagine people in suits and gowns, toasting each other with tall flutes of champagne while gazing admiringly at a bale of wool displayed under glass, as if it were the Mona Lisa on loan from the Louvre.
But these kinds of awards are important in terms of establishing aspirational frameworks for those in the business—giving some luxury wool breeders something to which to aspire while also helping reinforce the perception of wool as a material to be valued, not taken for granted.
The Five Brands Using Traceable Wool You Need to Try
From jackets, jumpers and socks to mattress and bedding, Haldi Kranich-Wood, Sustainability Expert at British Wool, shares five brands using ethically-sourced, fully traceable British wool in their products, which can be traced back to the farm the wool came from.
The word "traceable" is getting lots of play these days. At the end of May, the UK-based national news website National World ran an article highlighting five brands using ethically sourced, fully traceable British wool. "Ethically sourced" seems so toothless a term, so let me clarify: In this case, they mean farms that follow high animal welfare standards and sustainable farming practices.
Yes, the article is full of ads. But I found it a helpful reference point for companies I may not have otherwise known about—including, I'm embarrassed to admit, the 188-year-old woolen cloth maker Abraham Moon & Sons.
Fancy a trip to York, anyone?
To the Isles We Go
One brand that I certainly do know about, as I'm sure you do too, is Harris Tweed. Last month in The Guardian, photographer Andy Buchanan took us to the Hebrides and introduced us to the islanders, sheep, and equipment that produce this legendary fabric. Far from a puff piece, this story is truly gorgeous.
Photograph: Andy Buchanan/AFP/Getty Images
On second thought, let's pop over to York first and then head to the Hebrides.
Thanks as always for your readership and your support.
Until next time,
Clara
The Wool Channel Newsletter
Join the newsletter to receive the latest updates in your inbox.
