The oldest known textile on the planet, wool today is redefining what’s possible for itself, and in turn, what’s possible for textiles.
In fashion, Prada, with the help of The Woolmark Company, will take wool to the moon when they clothe astronauts in 2026. In sustainability, wool is challenging the way carbon sinks are treated on farm.
In between, developments in dyeing, weaving, and finishing mean wool products are created with an-ever lighter footprint on the planet.
Reimagining Wool Sustainability
At the annual Round Table of the International Wool Textile Organisation (IWTO), held last week in Istanbul in partnership with the Turkish Textile Employers’ Association (TTEA), wool industry leaders and experts convened to explore wool’s potential to drive sustainable and innovative solutions for the textile industry. More than 80 attendees represented the wool industries of 26 countries.
While only 1% of the world’s overall fibre market, wool is actively raising awareness among consumers and policymakers alike. 
In the consumer sphere, fibre-conscious initiatives encourage online shoppers to “filter by fabric,” and to understand the environmental impacts of synthetic, fossil-fuel based fibres.
Through the Make The Label Count campaign, wool has brought together natural fibres and related stakeholders to challenge complacency in the way the sustainability of materials is measured and subsequently represented to consumers.
“We are witnessing a paradigm shift,” says IWTO President Klaus Steger. “From groundbreaking advancements in dyeing, weaving, and finishing to pioneering initiatives like Woolmark’s Nature+, we’re not just reducing our impact, but actively restoring our planet.
“This is true of all wools, from those used in apparel such as Merino, to those used in carpets, upholstery, and a host of other products.
“Equally, wool industry experts are pushing back against ingrained thinking about carbon on farms. The IWTO’s upcoming Green Book is reframing wool’s sustainability credentials, backed by scientific evidence and in alignment with ISO standards.
“This resource may well change the way the world sees wool and other natural fibres.”
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Redefining Possibilities, Beginning with Education
Meanwhile, the industry is also emphasizing wool education, from materials for school-age children to opportunities for junior wool professionals.
“Gen Z [the age group older than Millennials] prefers sustainably sourced materials for their forward-looking benefits,” says Fatma Atay of Altin Yildiz, Turkey’s premier department store and retail fashion group.
But a new generation is growing up with little to no exposure to nature or connection to life skills like knitting.
“Bringing wool education to primary school age children fosters an appreciation for the skills and labour involved in wool farming and processing,” says Lorna McCormack, Director of Wool in School, based in Ireland.
“Empowering the next generation about sustainable practices and wool instils a sense of responsibility and stewardship among young people as they become powerful voices for change.”
In the consumer education space, alongside awareness-raising campaigns such as those by The Woolmark Company, initiatives like the UK-based Campaign for Wool’s “Shaun Loves Wool” help bring the wool message home.
“Over 2000 people attended Campaign for Wool’s Wool Month activities this past October,” reports Campaign for Wool COO Peter Ackroyd.
For junior wool professionals, the IWTO offers its a Young Professionals Programme at its annual Congress. Learn more about this and other opportunities on iwto.org.
Coming soon: Join the IWTO at its annual Congress in Lille, 20-23 May 2025.
Wool Round Table Media Release (PDF).
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Now Read: Wool Takes the Stage on MindBodyGreen
Image credits: Nickland Media