The Campaign for Wool

What The Campaign for Wool does

The Campaign for Wool is a global industry advocacy initiative launched in 2010 and headquartered in Malvern, UK, that educates consumers about the natural, renewable, and biodegradable properties of wool and supports the wool industry against competition from synthetic fibres. Operating as Campaign for Wool Limited under the patronage of His Majesty King Charles III, the organisation is jointly funded by four major woolgrower organisations: British Wool (representing ~35,000 UK sheep farmers), Cape Wools (South Africa), New Zealand Campaign for Wool, and The Woolmark Company (Australia). Its principal activities are non-commercial awareness and education rather than product sales.

The Campaign delivers its mission through a portfolio of recurring programmes: an annual Wool Month each October spanning fashion shows, retail activations, and consumer education across 12+ countries; the Innovation in Wool Awards (chaired by Dame Mary Archer, supported by The Woolmen's Company) recognising new ideas across the wool supply chain; the three-year Shaun Loves Wool consumer awareness campaign featuring Shaun the Sheep as ambassador in partnership with Aardman; the Wool School student design competition; the Why Wool Matters documentary; and the Wool in Schools educational initiative. It maintains a Supporter Network of over 100 brands across fashion (Burberry, Vivienne Westwood, John Smedley, Finisterre, Mother of Pearl), interiors (Vispring, Brora), and flooring (Cormar Carpets, Brockway, Cavalier Carpets, Penthouse Carpets, Westex, Causeway Carpets, Manx Tomkinson), with point-of-sale materials distributed through UK flooring buying groups BRM and SMG (each covering 450+ independent retail stores). Recent product launches include the John Smedley 15th-anniversary capsule (October 2025) and the Woodale British Wool Throw by Bronte by Moon (October 2025).

The Campaign operates on a coalition-funded, non-commercial model with no disclosed pricing, fees, or product sales. Its go-to-market is event-driven and community-led: Wool Month provides the annual focal point, supplemented by organic social (Instagram @campaignforwool), an email newsletter, content marketing on wool properties (biodegradability, flame resistance at 570-600°C ignition temperature, moisture absorption up to 30% of weight), educational outreach (Wool in Schools), and earned media generated through the Aardman/Shaun the Sheep partnership. Geographic operations span the UK, continental Europe (Italy, Germany, Netherlands, Spain), North America (USA), Oceania (Australia, New Zealand), Asia (China, Japan, South Korea), and South Africa. The organisation is governed by a Chairman-led board; Peter Ackroyd MBE was appointed Chairman in January 2025 (succeeding Sir Nicholas Coleridge CBE) and served until his death in July 2026.

Name

The Campaign for Wool

Legal name

Campaign for Wool Limited

Website

https://campaignforwool.org

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

The Campaign for Wool is a global non-profit industry advocacy initiative, launched in 2010 under the patronage of King Charles III, that educates consumers about wool's natural benefits and supports the wool industry via Wool Month, awards, and partnerships with 100+ brands.

Ownership category

akta.pro rank

Product category

Wool Industry Advocacy

NAICS

Environment, Conservation and Wildlife Organizations (813312), Fabric Mills (3132)

SIC

Textile Mill Products (2200)

akta.pro primary industry

Sheep Farming (Wool & Meat) (AFAEAFAA)

akta.pro secondary industries

Wool & Fiber Production (Shearing, Sorting, On-Farm Grading) (AFAEAFAD), Fiber & Yarn (Natural, Synthetic, Blends) (CRAAAMAA), Knitted Fabric Mills (IMAOABAB)

Keywords

• Wool industry advocacy
• Natural fiber promotion
• Consumer wool education
• Sustainable textile campaigns
• Wool marketing coalition

Headquarters

HQ city

Malvern

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Industry Funding: The Campaign is jointly funded by major woolgrower organisations including British Wool, Cape Wools, New Zealand Campaign for Wool, and The Woolmark Company. These organisations contribute to fund the Campaign's educational activities, events, and promotional initiatives.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

The Campaign for Wool is a global, industry-funded advocacy coalition that educates consumers and supports the wool industry through awareness campaigns, annual events, branded promotional programs (Wool Month, Innovation in Wool Awards, Shaun Loves Wool), and point-of-sale materials distributed via its supporters network. It is jointly funded by British Wool, Cape Wools, New Zealand Campaign for Wool, and The Woolmark Company, and operates under the patronage of His Majesty King Charles III.

Product overview

The Campaign for Wool is a global awareness and education initiative (not a technology product) focused on promoting wool as a natural, renewable, and biodegradable fibre. The organization operates several key programs: the core Campaign for Wool initiative launched in 2010 under the patronage of His Majesty King Charles III; the annual Wool Month campaign each October featuring fashion, interiors, and artisan activities; the Innovation in Wool Awards recognizing new ideas strengthening the wool sector; the Shaun Loves Wool three-year promotional campaign for wool flooring featuring Shaun the Sheep; educational resources including Wool Facts and the Why Wool Matters documentary; and an Official Supporter Network providing branding and Point of Sale materials to industry partners. The Campaign is jointly funded by British Wool, Cape Wools, New Zealand Campaign for Wool, and The Woolmark Company.

Differentiator

Problem solved

Functional benefit

Brands

• Innovation in Wool Awards: Annual awards program that champion new ideas strengthening the wool sector, from farm to fibre, manufacturing to end use.
• Shaun Loves Wool
• Wool Month
• Wool School

Products and services

• Wool Month An annual October campaign celebrating wool through fashion, interiors, artisan and design-led activities, consumer education, and retail promotions across the UK and internationally. It is the Campaign's flagship consumer-facing event.
• Innovation in Wool Awards An annual awards programme championing new ideas that strengthen the wool sector, from farm to fibre, manufacturing to end use, judged by industry representatives chaired by Dame Mary Archer and supported by The Woolmen's Company and the Company of the Merchants of the Staple of England.
• Shaun Loves Wool Campaign A three-year consumer-awareness campaign featuring Shaun the Sheep as ambassador to promote wool flooring's natural performance benefits (sustainability, safety, stain resistance, easy cleaning) through point-of-sale materials across UK flooring retailers.
• Wool Facts Educational Resources Comprehensive educational materials on the Campaign's website highlighting wool's properties: 100% natural, renewable, biodegradable, planet-friendly, temperature regulating, durable, hypoallergenic, breathable, and flame resistant. Targets consumers, schools, and industry supporters.
• Why Wool Matters Documentary A documentary produced with His Majesty King Charles III highlighting wool's natural eco properties including biodegradability, circular economy, regenerative farming, and feed management for reducing carbon and methane emissions.
• Official Supporter Network A program allowing businesses to become official supporters with access to Campaign branding, logos, and Point-of-Sale materials. Includes tiers for manufacturers/brands/retailers and small independent retailers, currently comprising over 100 enterprise supporters across fashion, interiors, and flooring.
• Wool in Schools
• Wool School Student Design Competition A student design competition connecting textile students with retailers to design wool knitwear, launched at the Royal Academy of Arts in 2013 and expanded internationally.

Quantifiable outcome

• Wool biodegrades naturally in soil within months, unlike synthetic fibers that persist for hundreds of years
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core, major and supporting.

• British WoolcoreStrategic or Co-development PartnerBritish Wool is the Campaign's primary UK funder and supporter. Owned by approximately 35,000 UK sheep farmers, British Wool collects, grades, markets, and sells British wool to the international textile industry. As a core funder, British Wool co-funds Campaign activities and promotional initiatives.
• New Zealand WoolcoreStrategic or Co-development PartnerNew Zealand Campaign for Wool works to increase education and promotion of wool, adding value through the supply chain to the farm gate. They operate the Wool in Schools initiative and have developed a clear global market strategy.
• Cape WoolscoreStrategic or Co-development PartnerCape Wools represents South Africa's merino wool industry, which produces globally acclaimed quality apparel wool. South Africa has a rich history of sheep and wool farming dating to 1789.
• WoolmarkcoreStrategic or Co-development PartnerThe Woolmark Company is the global authority on wool, a subsidiary of Australian Wool Innovation. Since 1936, they have championed Australian wool excellence and advance wool research and processing technologies worldwide.
• AardmanmajorGTM or Marketing PartnerAardman, creator of Shaun the Sheep, partnered with the Campaign and British Wool for the Shaun Loves Wool 3-year consumer awareness campaign promoting wool flooring.
• Shaun the SheepmajorGTM or Marketing PartnerShaun the Sheep serves as Campaign ambassador, promoting wool's natural benefits and sustainable properties to consumers through the Shaun Loves Wool campaign.
• Cormar CarpetssupportingGTM or Marketing PartnerAward-winning British family-run carpet manufacturer since 1956, operating from two Lancashire mills. Supports the Shaun Loves Wool campaign and delivers to over 3,000 retailers across UK and Ireland.
• BrorasupportingGTM or Marketing PartnerEstablished in 1993, Brora is a quintessentially British sustainable clothing brand passionate about natural fibres including wool, mohair, alpaca, and Scottish cashmere.
• BrockwaysupportingGTM or Marketing PartnerFamily-run carpet manufacturer in Kidderminster since the 1960s, known for high-quality wool carpets and award-winning Lakeland Herdwick range.
• Cavalier CarpetssupportingGTM or Marketing PartnerFamily-owned business with over 50 years expertise crafting premium woollen carpets, committed to British manufacturing traditions and quality yarn sourcing.
• WoolSafesupportingGTM or Marketing PartnerWoolSafe supports the Shaun Loves Wool campaign by providing wool flooring care expertise and certification for carpet care products.
• Causeway CarpetssupportingGTM or Marketing PartnerQuality carpet manufacturer begun in Blackburn, Lancashire in 1982, now part of Lusotufo Group with over 80 years manufacturing expertise.
• Penthouse CarpetssupportingGTM or Marketing PartnerBritish carpet company since 1972, unusually proud as each employee owns part of the company, passionate about designing and crafting beautiful high-quality floor coverings.
• Manx TomkinsonsupportingGTM or Marketing PartnerLeading carpet supplier formed through merger of two renowned carpet companies, offering diverse range of high-quality carpets including luxurious wool options.
• Westex FlooringsupportingGTM or Marketing PartnerFor over 40 years, Westex has supplied and manufactured high-quality flooring solutions from UK site, renowned for colour excellence in premium woollen carpets.
• BRM (Bond Retail Marketing)supportingChannel Partner/ Reseller/ DistributorUK flooring buying group providing bespoke personal service to retailers, negotiating with suppliers across all flooring product groups with over 450 independent retail stores.
• SMGsupportingChannel Partner/ Reseller/ DistributorUK's largest flooring buying group with over 450 independent retail stores, established in 1968, supporting Campaign for Wool and British manufacturers.
• John SmedleymajorGTM or Marketing PartnerEstablished 1784, the oldest still operational factory in the world, crafting finest merino knitwear in England. Holder of HM King Charles III Royal Warrant. Launched capsule collection for Campaign's 15th anniversary in 2025.
• Abraham Moon & SonsmajorGTM or Marketing PartnerOne of Europe's leading vertical woollen mills since 1837, carrying out every stage of cloth production under one roof in Yorkshire. Launched Woodale British Wool Throw for Wool Month 2025.
• VispringsupportingGTM or Marketing PartnerWorld's leading luxury bed brand manufacturing in UK since 1901, using only finest natural materials including wool in their bespoke handmade beds.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Others

• Forest Stewardship Council (FSC): Global non-profit promoting responsible forest management through certification and consumer awareness. Comparable as a successful advocacy/certification model for a natural raw material, sharing structural similarities in coalition-based funding, sustainability messaging, and consumer education approach.

Emerging players

• Textile Exchange: Global non-profit driving the adoption of preferred fibers and materials across the textile industry. Comparable as a fiber-sustainability advocacy organization, though broader in scope (covering cotton, recycled synthetics, etc.) and competing for sustainability messaging mindshare that the Campaign for Wool also targets.
• Better Cotton Initiative: Global sustainability initiative for cotton, the largest plant-based natural fiber competing with wool. Uses a similar coalition and standards-based advocacy model to promote cotton as a sustainable choice, positioning it as a partial substitute peer in natural-fiber consumer messaging.
• Responsible Wool Standard: Certification standard for wool addressing animal welfare and land management. Operates adjacent to the Campaign for Wool's advocacy mission by providing farm-level certification that complements consumer education, making it a partner/adjacent peer in the wool sustainability ecosystem.

Direct peers

• The Woolmark Company: Global wool authority and a subsidiary of Australian Wool Innovation that promotes wool through research, branding (the Woolmark logo), and industry partnerships. Directly comparable as a wool advocacy/promotion organization operating globally with overlapping funder and supporter relationships to the Campaign for Wool.
• Mohair South Africa: Industry body promoting South African mohair (a natural animal fiber analogous to wool). Operates with a similar producer-funded advocacy and consumer education model, making it a structurally comparable natural-fiber industry organization.
• International Wool Textile Organisation (IWTO): Global industry body for the wool textile value chain, representing woolgrowers, traders, processors, and manufacturers worldwide. Directly comparable as a global wool industry coordination and advocacy body with overlapping membership with the Campaign's funder organizations.
• British Wool: UK-based cooperative representing approximately 35,000 sheep farmers; the Campaign for Wool's primary UK funder. Operates wool collection, grading, and marketing functions and runs overlapping consumer education campaigns, making it a direct industry counterpart in the wool advocacy space.
• Cape Wools: South African wool industry body representing merino wool producers. Joint funder of the Campaign for Wool and operates a parallel national wool promotion and education mandate, making it a sister-organization peer in the global wool advocacy coalition.
• New Zealand Campaign for Wool: New Zealand's national chapter of the Campaign for Wool coalition, focusing on local education and promotion including the Wool in Schools initiative. Operates the same mission and brand in a regional context, making it a direct sister-organization peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/campaignforwool
• Facebookfacebook.com/campaignforwool
• LinkedInlinkedin.com/company/campaign-for-wool

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Campaign for Wool