Long before wearable tech became a category, wool was already adapting to the body. Beta-tested by nature over thousands of years, wool regulates, protects and responds to changing conditions, without a battery in sight. As we enter an era of transformative technology, we want to remind shoppers that the most advanced wearable solutions has already been developed by nature, for nature. New research commissioned by Woolmark and conducted by Ipsos across the United States, France, Germany, Italy and China found that on average across the five markets, when price, style and fit are equal, 82% of consumers would choose natural fibres over synthetic alternatives. Because what we wear is more than an aesthetic choice, it is a relationship between the body, the garment and the planet. There’s no substitute for wool. Learn more: woolmark.com/fibre/return-to…

We buried a 100% wool jumper and observed the biodegradation process: microbes broke down the wool fibre’s protein structure, fed on its nutrients, fostered moss-like growth and in just over 200 days, this 100% wool jumper has returned to earth.

Why athletes choose Merino wool. A major study has proven what we’ve always known, that 100% Merino wool garments deliver superior thermal comfort and performance benefits. This concept is called dynamic breathability.

We’re on a mission to educate consumers about the benefits of choosing wool. Every synthetic garment ever made still exists in some form, haunting our planet. Wool is natural, renewable, biodegradable, and proudly holds the title of the world’s most recycled apparel fibre.

We've partnered with @OneMinuteBriefs and have a fun challenge for you. Create posters that explain why #MerinoWool is the ultimate performance fibre and why no other fibre can match its benefits. Full brief: bankofcreativity.co.uk/blog/… Cash prizes: WINNER: £400!! RUNNER-UP: £200!

Enhanced sports performance. Naturally.    Supporting @lunarossa with the freedom to compete beyond expectation.   Merino wool apparel, designed to elevate natural performance.

As the proud new technical partner of @nismo, we’ve created the new team kit using the world’s original performance fibre, Merino wool. Engineered for the excitement of season 9 🐑⚡️🏎 Natural Born Innovators, arriving on track January 2023. #FeelElectric #NissanFormulaE

Presenting 10 innovations set to shake up the sports & performance industries. From sweat-activated cooling technologies to bacterial bio batteries, this year’s WPC finalists carve new frontiers for Merino wool. woolmarkchallenge.com #woolmarkchallenge #woolmark

Introducing the class of IWP2023 – these 8 brands represent the next generation of creative game-changers, destined to design fashion for a better tomorrow whilst highlighting the beauty, versatility and eco-credentials of #Merinowool #woolmarkprize bit.ly/IWP2023_Finalists_TW

The iconic Woolmark logo appears on the new Luna Rossa Prototype

The element to defy all elements. Our technical partnership with America’s Cup challenger @lunarossa marks a new wave of sports performance wear. Full collection coming soon.

Our research has shown that while more than 1/3 of global consumers say they are willing to pay more for sustainability, fibre consideration does not feature in the purchase journey. How are you/your brand making positive choices in textiles? Find out more ow.ly/x3TA50KzQWC

Today, we launch a new global campaign ‘Wear Wool, Not Fossil Fuel’ to educate citizens about the hidden impact of synthetic fibres on the environment and how choosing natural fibres such as wool can be a solution to reducing fashion’s impact. Watch youtube.com/watch?v=GAnfzSKF…

What does it take to grow the best wool in the world? It takes an Aussie woolgrower

Are you ready to shake up the sports industry with your game-changing innovation? Partnering with @SalomonSports, we're searching for innovative product solutions for the performance market. #WoolmarkChallenge submissions close in a week. Learn more now: woolmarkchallenge.com/

That winning feeling: the winners of the International #WoolmarkPrize celebrate their outstanding achievements.