Reimagine Wool: A Global Call for Creativity from American Wool

Wool has always been valued for its natural warmth, durability and comfort, yet many of its greatest possibilities remain relatively unexplored. Today, IWTO’s American member American Wool/ASI is taking an important step toward changing that narrative.

Through the Reimagine Wool Digital Poster Contest, participants are invited to take a fresh look at wool, particularly wool measuring over 25 microns, and imagine what this remarkable fibre could become with new thinking and new applications.

Supported by the International Wool Textile Organisation (IWTO), this initiative brings attention to a fibre that is sustainable, renewable and full of untapped potential.

Wool over 25 microns is often overlooked in favour of finer grades, yet it offers significant benefits. Its natural strength and resilience make it ideal for products that require durability, structure or long-term performance. Inherent sustainability adds even greater value, especially at a time when industries around the world are seeking alternatives to synthetics and resource-intensive materials. Despite this, millions of pounds of this wool remain underutilised each year.

By inspiring fresh ideas, the contest aims to give this fibre the visibility it deserves.

Join the Movement to Reimagine Wool

The Reimagine Wool Digital Poster Contest encourages designers, creators and innovators to explore new uses, new processing methods and new perspectives for wool.

Whether through conceptual ideas, design directions or forward-thinking production concepts, each poster can help reshape perceptions of what wool can be.

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Alongside the creative challenge, the contest offers the winning poster a $1,000 prize, and finalists will be showcased at the Annual ASI Convention in January 2026. This exposure provides entrants with the chance to connect with influential voices in the wool industry, opening the door to meaningful conversations, collaborations and future possibilities.

This contest is open to anyone. Entries must be submitted by 1 January 2026, with full details available at www.sheepusa.org/reimagine-wool-digital-poster-contest.

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