British Wool at the Royal Welsh Winter Fair
We will be at the Royal Welsh Winter Fair in Builth Wells later this month to engage with sheep farmers on the improved wool market and on the new Welsh Wool logo and branding that was launched in October.
Gareth Jones, Head of Member Engagement at British Wool said:
“The Royal Welsh Winter Fair is an important event in our calendar, and we’ll be in attendance on both days with a stand in the South Glamorgan Hall.
“In recent months we have seen a strengthened market for wool with prices at their highest levels for five years. We are also working with manufacturers to strengthen demand for wool and now have more than 170 brand partners on our licensee scheme. Also, in October, in celebration of Wales’s rich textile heritage, a new Welsh wool logo and an exciting new yarn project showcasing the best in Welsh wool was launched.”
Gareth concluded:
“We look forward to welcoming our members and anyone with an interest in wool to visit our stand at the Winter Fait to discuss the improved wool market and our various activities in creating new demand for British and Welsh wool.”
Shaun the Sheep Loves Wool
Shaun the Sheep returns as an ‘ambaaa-ssador’ for us and Campaign for Wool as part of a collaborative promotional campaign. Helping to educate and promote wool flooring as sustainable and good for the planet.
Promoting his message of ‘Shaun Loves Wool’. This worldwide recognised, loveable sheep brings together the core values of the character’s creators. Aardman and Shaun the Sheep of ‘One Farm’ initiative, with the mission to highlight wool’s many natural benefits when used in flooring.
Shaun the Sheep will get the campaign started officially at The Flooring Show in Harrogate (15-17 September).
The special three-year collaboration will see the use ‘Shaun Loves Wool’ message to promote the importance of the whole industry from sheep farming to flooring manufacturing. Including wool carpet yarn spinning and wool flooring care companies helping to raise awareness at both a trade and consumer level.
The collaboration embraces the work of British Wool, Campaign for Wool and the Wool Carpet Focus Group and is seen as a key platform to aid the promotion of wool carpeting. Retailers across the UK will have point-of-sale items displaying their collaboration with the campaign that will educate consumers about the natural characteristics of wool.
The following companies have collectively contributed to bring this campaign to UK retailers and consumers:
Flooring Manufacturers:
Adam Carpets, Brockway Carpets, Causeway Carpets, Cavalier Carpets, Cormar Carpets, Manx Tomkinson Carpets, Penthouse Carpets, Westex Flooring
Yarn Spinners:
Danspin, Lawton Yarns, Lusolã
Buying Groups:
BRM, SMG
Wool Flooring Care:
WoolSafe
Graham Clark, Marketing Director at British Wool said:
“This collaboration with Shaun the Sheep will support educating and raising awareness with consumers of the many benefits of wool carpets and should help to drive demand for British wool over the next few years.”
Welsh Wool Industry Unveils New Logo and Yarn Project
In a celebration of Wales’ rich textile heritage and sustainable future, key industry figures gathered at the National Wool Museum on 16th October for the unveiling of a new Welsh Wool logo and the launch of an exciting new yarn project showcasing the best in Welsh Wool.
The half-day event, coinciding with national Wool Month, showcased the best of Welsh wool, businesses and manufacturing, highlighting the industry’s commitment to traceability, sustainability, and community collaboration.
The event marked the official unveiling of the new Welsh Wool logo, designed to reflect the traceability and sustainability of 100% Welsh wool products. This logo will serve as a mark of authenticity for consumers and a badge of pride for Welsh wool producers.
Gareth Jones, Head of Member Engagement at British Wool, praised the new Welsh Wool logo:
“The launch of the Welsh Wool logo marks an exciting milestone for the industry. It not only showcases the capabilities of our traceability scheme to ensure regional wool stories, but highlights our committed to driving demand for our members wool through industry collaborations.”
The event also saw the launch of the Welsh Wool Yarn Project, a community-driven initiative that brings together local farmers, designers, and wool depots.
Elen Parry, Project Manager at Made with Wool, said:
“The Welsh Wool Yarn Project, which began from our work at Menter Môn, is testament to the power of community and collaboration. By bringing together farmers, local grading depots and manufacturers, we’re not only creating beautiful yarns but also preserving Welsh heritage and supporting rural economies. I’m thrilled to see the project launch and look forward to its future growth.”
The programme featured presentations from various Welsh businesses including TrueWool producing 100% Welsh Wool insulation and a call to action from the Welsh Yarn project for other local business to start using the new yarn in their product ranges. Attendees also had the opportunity to explore an exhibition showcasing products made by Welsh companies using local wools.
Live wool grading demonstrations by Newtown graders highlighted the diversity and quality of wool produced by local depots. Guided tours of the museum’s newly renovated weaving shed offered a behind-the-scenes look at historic machines and wool-processing techniques.
The event underscores Wales’ commitment to sustainable textile production and the revitalisation of its wool industry. By bringing together key stakeholders, from farmers to manufacturers, it aims to foster new collaborations and drive innovation in the sector.
Amplifying the Wool Message
This week marks the start of Wool Month 2024. With more activity than ever before, it is hoped the events will help to amplify the wool message to consumers and drive new demand for British wool.
Wool Month has gained momentum over the years, resulting in a packed schedule. As such several Wool Month events got under way in September this year and the final event will spill into November.
Graham Clark, Marketing Director at British Wool, explains:
“Wool Month gains more popularity every year which is great to see, and this time is no different with more events planned than ever before.”
“As well as numerous events with our brand partners, we will also be very active on our social media platforms. It is crucial that we reach consumers with this activity to help create new demand for British wool products.”
The first event was Yarndale – An event aimed at knitters where we hosted a “wool trail” to promote the brands that use British wool in this important market. This was accompanied with a wool grading demonstration to highlight the versatility of British wool types.
Other events and activities planned include:
- Installation of Shaun the Sheep based promotional materials at the point of sale in carpet retailers. We are working in partnership with the Campaign for Wool and carpet manufacturers on this campaign to support consumer demand for wool carpets.
- A press campaign focussed on consumer habits and their attitudes to clothes. Patrick Grant from the BBC’s Great British Sewing Bee will head this up to highlight how British wool can be part of the solution to fast fashion’s challenges.
- An event at the Welsh Wool Museum, where we will be celebrating the best in Welsh wool and launching an exciting new marketing development.
- Events in London with some of our brand partners including Navy Grey, Aubin & Wills and Walker Slater.
- An exciting event working with prestigious fashion school Central Saint Martins, University of the Arts London, where we will be hosting a discussion panel to explore British wool and sustainability. The event, which will be attended by prestigious high fashion brands, also welcomes students, as new British wool modules are being launched to feature in their courses.
Graham concluded:
“The aim of this activity is to ensure we continue to promote the amazing qualities of British wool to consumers. For more information on our activity for Wool Month please follow our social media channels @Britishwool and visit the our website www.britishwool.org.uk.”
Wool Prices Show Encouraging Growth
We can confirm a strengthened market for wool with prices at their highest levels for four years.
Since the start of the season, our auction prices have increased by 20% which equates to an average improvement of 17p per kilo. This equates to approximately 40p per fleece.
Andrew Hogley, British Wool’s CEO, said:
“It’s encouraging to see the market strengthening and prices improving. Since the start of the season, prices for British wool have increased by 20%. Average prices for 2024 season wool have increased for every core grade of British wool.”
“The team has been working on a number of initiatives to support demand for British wool and deliver better prices. In addition, the tests we run on each sale lot confirm that the wool this season has higher yields. The incessant rain over the last year means that there is less dirt and grease in each fleece. This is also helping to support improved prices.”
We have been working with manufacturers to strengthen demand for wool to deliver better wool prices and now has more than 160 brand partners on its licensee scheme.
In the same vein, we have made a strategic investment in Nexgen Tree Shelters to help bring wool based biodegradable tree shelters to market. This innovative product should drive demand for mountain wools over the medium to long-term and take single use plastic out of the environment.
A Shaun the Sheep marketing campaign has been launched to support wool carpet sales through UK retailers. This is intended to increase the market share of wool carpets in the residential carpet sector. The promotion is being rolled out to more than 2,000 carpet retailers.
873 shearers and wool handlers have been trained on our courses this year with almost 700 being awarded a coveted Blue, Bronze, Silver or Gold Seal.
Andrew concluded:
“With the initiatives we have in place, and feedback from the market, we are confident the recent price gains are sustainable. Prices need to increase further, but this is a positive step in the right direction. Our depots and drop off sites remain open and ready to receive wool.”
The Cloth Sourcing Guide
We have launched a new initiative to showcase the best in British wool fabric, working with 16 of the leading cloth manufacturers across Europe.
The Cloth Sourcing Guide provides a comprehensive overview. Simplifying the process for buyers and designers interested in incorporating British wool into their projects. The range includes cloths from Harris Tweed Hebrides, Lochcarran of Scotland, Fox Brothers, Kynoch of Scotland, Mallaleieus and many others.
Haldi Kranich-Wood, Business Development Manager at British Wool, said:
“We are delighted to unveil the British Wool’s Cloth Sourcing Guide, a comprehensive resource aimed at making it easier for fashion brands worldwide to source high-quality fabrics made from British wool. All the ranges have been through our licensing scheme and are fully certified for British origin, meaning they can use the iconic Shepherds Crook Mark.”
These distinctive cloths serve as tangible demonstrations for buyers and designers. Illustrating the remarkable breadth of possibilities that British wool offers. When buyer/designers are crafting new apparel collections for the autumn and winter 25/26 season.
Through this initiative, we are not only urging the fashion industry to reconsider the possibilities of British wool fibre. But also inspiring industry professionals to push boundaries. And embrace the limitless potential that this remarkable local material holds.
Haldi, said:
“Many of the brands we have engaged with did not realise the versatility of British wool and the breadth of the British wool cloth qualities already on the market. As well as supporting our mission to promote sustainable fashion the guide also highlights the mills across the UK and Europe that already specify British wool in their fabrics. By connecting global brands with the high-end mills and British sheep farmers, we are fostering a more sustainable and ethical fashion industry.”
The Cloth Sourcing Guide is underpinned by the Shepherd’s Crook mark, a symbol of quality and integrity. This logo guarantees that the cloths included in the collection are exclusively made from British wool sourced from local sheep farmers. It acts as a trusted seal of approval, providing assurance to buyers and designers that they are working with authentic British wool.
For brands, the Shepherd’s Crook mark offers peace of mind. Ensuring that the yarns and fabrics they select are not only of superior quality, but also ethically and sustainably sourced. It enables them to make informed choices and support local British wool growers while contributing to a more transparent and responsible supply chain.