Classic denim reimagined with merino wool delivers the authentic indigo look consumers expect with added breathability, natural thermoregulation, and machine-washable convenience. This technical innovation from Suedwolle Group demonstrates wool's adaptability and opens new market opportunities.
Research commissioned by British Wool and IWTO shows wool duvets outperform synthetic and down alternatives in thermal insulation and moisture transmission, the two factors most critical to sleep comfort.
Premium menswear collections for autumn/winter 2026/27 showcased at Pitti Immagine Uomo in Florence demonstrated a strong return to natural fibres, with wool featuring prominently across the show. According to industry sources, wool was “absolutely everywhere”, from ultra-fine next-to-skin layers to strong wool overcoatings.
Discover the remarkable science behind wool's legendary durability. From its unique alpha-helix molecular structure that acts like a microscopic spring, to its protective cuticle scales and chemical cross-links, wool's ability to withstand 20,000 bends and return to shape after stretching makes it nature's most resilient performance fibre.
From NASA's International Space Station to skincare, discover five unexpected places where wool's unique properties are making a difference in 2026.
WTO welcomes ZDHC Foundation as a new member. Learn how ZDHC's Roadmap to Zero Programme and sustainable chemical management expertise strengthen the wool industry's commitment to environmental protection and safer textile production.
New peer-reviewed research demonstrates that accounting for biogenic carbon shows a truer picture of wool's emission intensity. Published in Agricultural Systems and verified by TÜV SÜD, the study applies ISO standard 14067:2018 to reveal wool's true environmental impact within natural carbon cycles.
When we launched the IWTO Green Book Project, we set out to address a fundamental challenge facing the wool industry: how can we accurately communicate wool's true environmental performance when current measurement systems were designed for factories, not biological systems? As we close out 2025, we take a look at what has been achieved...
Discover the remarkable story of wool sheep (Ovis aries aries), from ancient Mesopotamia to today's global industry. In this post we explore the major breeds, their diverse applications, and the ancient partnership between sheep and humans that sustains over 1 billion livelihoods worldwide.
IWTO members in North America are launching new e-commerce platforms to connect consumers with quality wool products. Campaign for Wool Canada debuts a directory of Canadian wool brands, while the American Wool Council celebrates its 10th annual Holiday Gift Guide with a multi-channel "Made to Be Meaningful" campaign.