Summer show season is in full swing, and we are making the most of it, connecting directly with our members, trade partners, and consumers through a busy calendar of events.
One of the season’s highlights was the Great Yorkshire Show, one of England’s most prestigious agricultural events and conveniently close to our Head Office in Bradford.
Graham Clark, Marketing Director, said: “The Great Yorkshire Show is a key platform for British Wool. It allows us to speak directly with our farmer members and engage consumers with quality British wool products.
“We also invite local licensees to join our stand, giving them a chance to sell their goods and showcase the breadth of innovation and craftsmanship in British wool. It always generates great interest and strong sales.”
We also made an impression on the fashion stage, participating in the event’s live runway shows and demonstrating wool’s versatility in contemporary fashion. A crowd-favourite, the shearing competition stage attracted significant attention, including two live segments on BBC Breakfast News, offering valuable national exposure for British Wool and the wider wool industry.
This year marked our first appearance at Groundswell, the regenerative agriculture event drawing record attendance. Our Wool Hub, featuring licensees and product showcases, received strong engagement from attendees keen to explore wool’s sustainability credentials and traceability.
Across Europe, we continue to build influence in the fashion and textile sector, attending multiple apparel shows where sourcing decisions are being made for upcoming collections.
Graham said: “We’ve spent the last few years building relationships within the fashion industry. Our new British Wool Sourcing Guides have played a key role; they bring together certified British wool cloth and yarn ranges from all our partners, offering brands an easy, traceable way to source genuine British wool. It’s the first time such a comprehensive collection has been presented in this way.”
The guides have also helped overcome long-standing misconceptions about British wool being too coarse for apparel.
“We’re now working with brands that had never previously considered British wool in their collections. The sourcing guides are shifting perceptions and opening doors.”
As we continue the momentum into the autumn, with our 75th Anniversary celebrations and Wool Month in October, events remain central to our outreach strategy.
Graham concluded: “Taking part in shows and events is a vital part of our approach. It allows us to connect with a wide range of stakeholders — from farmers and brands to the general public. These face-to-face conversations are key to raising awareness of the value British wool offers as a fibre, as well as helping to drive demand. With a busy schedule ahead for our 75th Anniversary celebrations and Wool Month in October, we’re looking forward to keeping that momentum going.”
