Our mission is to drive sustainable demand for British wool in order to maximise returns for our members.

Showcasing the best in British wool

British Wool’s highly anticipated “Flock to Fashion” show was held every day at the annual Royal Highland Show in Ingliston during June.  

Showcasing the best in British wool fashion from iconic Scottish brands such as Harris Tweed Hebrides, Lochcarran of Scotland and Isle Mill, up-and-coming brands, such as Eribe and Galloway & Southern Ayrshire UNESCO Biosphere, also graced the catwalk. They were joined by other British Wool licensees such as Peregrine, Glencroft, Richmond and Yan Tan.

Dougie Vipond and Cammy Wilson (The Sheep Game) were the stars of the show on day one, bringing their unique brand of showmanship to the event. Joining them on the catwalk were several volunteer models, all with a background in agriculture, including a number of Shepherds and Shepherdesses.

Graham Clark, Marketing Director, British Wool, commented: “It was great to be able to demonstrate the diverse range of brands we are working with to try and increase demand for British wool. We were very lucky to have many volunteers and models for the show, they were great fun and really embraced the event.

“The show was an excellent opportunity to demonstrate that our partners garments look fantastic on not just a traditional target audience, but also a younger generation. We had a full house for all the shows and secured strong press coverage pre and post event as we continue to educate consumers about how great British wool can look in apparel and fashion.”

British Wool also had a stand in the Gift & Home Hall showcasing not only fashion, but a range of interior products.

Graham concluded: “The stand in the Gift & Home Hall was a highly effective way to speak to consumers and educate them on the array of products that are available, how it benefits the environment and, crucially, how buying British wool products help our hard-working British sheep farmers.”

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Showcasing the best in British wool