supporting the CAMPAIGN FOR WOOL

His Royal Highness (HRH) The Prince of Wales is well known as an environmentalist and has long recognised wool as the first choice fibre for sustainability, durability and quality.

HRH has agreed to be the patron of The Campaign for Wool, an initiative based on his drive for universal sustainability.

We are pleased to support this necessary campaign to celebrate the natural qualities of the fibre, we encourage you to do the same.




  • The Campaign for Wool was launched (as the Wool Project) in January 2010 by HRH The Prince of Wales (Prince Charles). 

  • It is the Prince’s own initiative to raise the profile of wool with the consumer.

  • It aims to promote wool generically and will focus on the natural, sustainable attributes of wool as a fibre that meets the environmental agenda.

  • It aims to inform on the many other benefits of wool including its fire safety and practical durability.

  • It aims to act as an umbrella campaign that presents wool in a simple and unified way to both retailers and consumer.



The Campaign for Wool began in October 2010.  It is a five year initiative and will probably continue beyond that.



The Campaign for Wool is run by a cross-industry steering group with representatives from all wool organisations and industry sectors and relevant member associations.



Australian Wool Innovation
British Wool Marketing Board
International Wool Textile Organisation
Wool Council of New Zealand
Viking Wool of Norway



There are many brand partners and the list is growing constantly.

Some of the partners that support the Campaign: Anderson and Sheppard, Aquascutum, Austin Reed, Betty Jackson, Burberry, Daks, Debenhams, Edinburgh Woollen Mills, Gieves & Hawkes, Hackett London, Hardy Amies, Henry Poole, Jaeger, Jasper Conran, Jigsaw, John Lewis Partnership, John Smedley, Liberty, Marks & Spencer, Merino Kids, Mothercare, Paul Smith, Pringle of Scotland, Richard James, Selfridges, Timothy Everest, Top Shop.

In the UK – the Campaign is also supported by the Society of British Interior Designers, the Carpet Foundation, the Society of Spinners, Weavers and Dyers, Society of Dyers and Colourists, the Royal College of Art, London College of Fashion and the Worshipful Company of Woolmen.

From 2011, the Campaign has an international remit and partners are now signing up in the USA, Australia, New Zealand, Europe and Asia.


BHR is a promoter of the use of wool and a brand partner of The Campaign for Wool.

Belinda Harris-Reid and Ruth Morris were commissioned by The Campaign for Wool to design and make 24 cushions with the word ‘Wool’ spelt out in letter-form, in celebration of the Queen’s Jubilee and to be displayed at the Queen’s Jubilee Thames Pageant on Blackfriars Bridge. 

The concept and inspiration behind the making of these designs came from Ruth's and Belinda's belief in the need to promote and applaud individuality in a world of mass production.  Wool was the beginning of these fantastic ideas, the soft possibilities and the warm suitability. 



  • Wool producers (sheep farmers) across the world get very little for their wool and the cost of shearing the sheep is frequently significantly more than the value of the wool.   Farmers are gradually reducing their sheep numbers or coming out of sheep farming altogether and this is showing in a declining sheep population across the world.

  • Less sheep will result in less wool for the textile industry but it will also impact on the landscape as sheep maintain the countryside all over the world.

  • Wool is a superior fibre that offers a natural, sustainable fibre to textile manufacturers, retailers and consumers.

  • Wool offers many environmental advantages and has proved itself to be measurably better than synthetic alternatives through independent Life Cycle Analysis.