Today, wool makes up less than one percent of the global fibre market due to the impact of synthetic fibre and consumers lack of understand of wool. 

The significance of finding a successful future for wool fibre is global in context.  Given the world’s resource constraints within the mid-term future, people will require materials that are zero carbon, thermally efficient, renewable and sustainable.

The current uses of wool into traditional carpets, upholstery fabrics and clothing is not sustainable for the wool industry. Wool needs to move out of the commodity environment into being reimagined, disrupted and innovated into new uses.

I believe in a new positve future for wool fibre and the wool industry. Wool is a hugely underrated product that has so many uses from environmental and natural benefits that are overlooked in favour of synthetic alternatives.