The Campaign for Wool will celebrate its 15th anniversary next month, calling on consumers, designers and specifiers check the materials behind their flooring choices.
CfW will mark its anniversary at The Flooring Show with the Shaun Loves Wool and Perfect Carpet for Ewe campaign featuring Shaun the Sheep.
The annual Wool Month in October will spotlight wool’s enduring relevance and unique natural benefits, with Check its Wool urging consumers, designers and specifiers to check what goes into their potential flooring purchases.
Since its inception in 2010, the Campaign for Wool, originally initiated by King Charles when Prince of Wales, has grown into a globally respected campaign championing the use of wool across interiors, fashion, and beyond.
‘With environmental impact, sustainability, safety and indoor air quality rising rapidly up the agenda, wool offers compelling performance benefits for today’s discerning client. Wool is naturally renewable, biodegradable both on land and in water, and highly durable, wool remains unrivalled in combining high-performance flooring benefits with proven sustainability credentials,’ says CfW.
Shaun the Sheep will return to Harrogate to support the wool flooring manufacturers collaborating with Aardman, Campaign for Wool and British Wool. Now approaching the second year of a three-year promotional push for British and New Zealand wool flooring, the POS campaign has proven a standout hit for retailers, translating complex sustainability and performance messaging into a fun, accessible format.
Companies collaborating with the campaign include: Brockway Carpets, Causeway Carpets, Cavalier Carpets, Cormar Carpets, Manx Tomkinson Carpets, Penthouse Carpets, Westex Flooring along with yarn spinners Danspin and Lusola; buying groups BRM and SMG and care company WoolSafe.
The Campaign for Wool continues to educate the industry and consumers about wool’s capacity to improve indoor environments, from regulating humidity, neutralising airborne pollutants, and even trapping dust and allergens thanks to its natural lanolin coating. Wool is also inherently flame-resistant, requiring higher levels of oxygen in the environment in order to burn, and will only ever scorch not ignite.
Wool requires significantly less energy to manufacture flooring than synthetic oil-based alternatives and avoids the problem of microplastic pollution: wool biodegrades fully in soil and marine environments, while microplastics are now entering the food chain and waterways.
