Moons
FACES BEHIND THE FIBRE
Abraham Moon & Sons, in partnership with British Wool and the Campaign for Wool, has successfully delivered a fully traceable British wool product to the retail market, demonstrating the power of local sourcing, vertical production and farm-to-finish transparency.
STORY
Rooted in Yorkshire’s textile heritage, Moon brought their craftsmanship into the modern age through a retail-ready, traceable British wool collection.
DESIGN
The throws combined classic weaving techniques with 100% Romney lambswool, offering soft, luxurious, and transparently sourced products under the Bronte by Moon brand.
WOOL
British Wool provided traceable Romney lambswool, ensuring premium quality while supporting farmers through premium returns and increased visibility. Tony Pierce, a Romney sheep farmer for over 45 years based in Rye, East Sussex, provided the stunning backdrop on the video produced to accompany the range.
Developed in collaboration with British Wool and the Campaign for Wool, this project brought traceable British wool into high-street retail through a collection of throws woven from 100% traceable Romney lambswool. Abraham Moon handled the entire manufacturing process at their historic vertical woollen mill in Guiseley, West Yorkshire, one of the few facilities in the UK where all production stages, from dyeing and spinning to weaving and finishing, take place under one roof.
This unique model ensured consistency, quality, and minimal environmental impact. The final products were released under the Bronte by Moon label and retailed through John Lewis and Moon’s own ecommerce platform
“All of the wool used in the product is 100% traceable Romney lambswool helping to produce a lovely soft luxurious finish.”
The project has since become a standout example of how British wool can thrive in mainstream retail. By combining the trust and traceability of British Wool’s scheme with Abraham Moon’s heritage craftsmanship.
The collection delivered on both ethics and aesthetics. It showed that sustainability and scale can work hand in hand, especially when supported by strong supply chain collaboration.