What happens when wool returns to the earth?
A 100% wool jumper was buried by @thewoolmarkcompany and observed as it returned to nature. Over time, microbes broke down the fibre’s natural protein structure, drawing on its nutrients and gradually softening and weakening the fabric until it began to disappear - biodegrade
It’s a simple reminder wool doesn’t just come from nature, it goes back to it. ♻️🐑🌍
#CheckitsWool #ChooseWool 🐑
Crafted in England since 1784 🇬🇧🐑
From one of the world’s oldest working mills in Derbyshire, @johnsmedleyknitwear has spent over 240 years perfecting the art of fine gauge knitwear, combining heritage craftsmanship with the world’s finest natural fibres.
Using extra-fine merino wool sourced from New Zealand and British wool closer to home, every piece is engineered for softness, breathability and longevity.
From sheep to stitch, it’s a story of traceability, sustainability and timeless design.
Earth Day 🌍 is wool nature’s gift? 🐑
Incredibly versatile 🧵
wool can be made into an abundance of products
Keeps you warm and cool ☀️❄️
Breathable, natural insulation that adapts to your body
Absorbs up to 35% of its weight before feeling damp💧
So you stay dry and comfortable for longer
Naturally water repellent ☔️
Showers roll off, not soak in
Odour resistant 👃🏻
Wear more, wash less
Built to last 💪🏼
Strong fibres that bounce back
Naturally elastic 〰️
Thanks to its unique crimp, wool moves with you
Flame resistant 🔥
With a high ignition point (~570–600°C), it’s one of the safest natural fibres
📸 @byretorsheep Notorious looking well at 5 weeks old! 🤍🐑
Spring in the UK just feels magical 🌱✨
Fields full of newborn lambs, hedgerows bursting into bloom, and that first real warmth in the air, it’s a season of fresh starts.
Including wool that grows naturally on sheep and as they adapt to the changing seasons, wool is part of this cycle. Renewable, breathable and biodegradable - made by nature itself. From those first days in the field to fibres that last a lifetime, it all begins here.
This is what real, natural performance looks like.
Spring. Lambs. Wool. 🐑🌼
📸 @andymapp
Entries are now open for the 2026 Innovation in Wool Awards. If you have an innovative product you should enter!
We’ve seen some brilliant entries innovating with wool over the years.
Here is Graham from @woolpots.uk winner in 2022.
Seeing the damage that the millions of single use plastic plant pots were doing to the environment Wool Pots created a wool alternative, which biodegrades naturally when planted and also generates better growing health for the plant! A win win 🪴 🌱 🐑
Imagine inventing a fibre that’s breathable, natural, safe and keeps you comfortable all year round…
Groundbreaking. Oh wait.
There is. It’s wool.
🐑
#AprilFools
📸 @
Grazing on rugged heathered hills, peaty ground and high sea cliffs, Shetland sheep are shaped by the wild beauty of the islands they call home. Braced against Atlantic winds, they grow a fibre that is entirely natural, renewable and perfectly adapted to its environment.
Shetland wool is a reflection of the land itself warm, fine, breathable and remarkably strong. A true performance fibre, perfected by nature over generations.
@lillian.greenough recently visited the Shetland Islands, and saw first-hand the journey from fleece to yarn — meeting the sheep in their native landscape and witnessing the spinning process at the mill. For over 1,000 years, sheep have grazed these islands, and that heritage lives on in every knit.
Every piece made with Shetland wool carries that story of landscape, resilience and craftsmanship.
New created Shetland wool care cards help you cherish your knitwear for years to come. Because wool isn’t just made to wear it’s made to last.
Woven in Somerset since 1772.
Tweed by @foxbrothers1772
Pins still in place. Chalk marks still visible.
A reminder that the best things aren’t rushed they’re crafted and with the natural durability of wool a jacket like this will last a lifetime. 🐑🐑
Happy Mothers Day 🌸🐑
Spring in the British countryside means lambing season and start of sheep shearing when the year’s new wool begins its journey from field to fibre.
📸 @dartmoorshepherd
Abelusi Wool. Tested by the Karoo.🌵
Merino rams born and raised in the open — on natural veld, under wide Karoo skies.
No artificial shortcuts.
Just honest sheep, clean air, open space and generations of sound genetics behind every fleece.
Wool grown the way it was meant to be.
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#merinowool #karoo #natural #sustainablewool #sheepfarming
The Woolmark symbol, once one of the most recognised textile symbols in the world before the rise of brands, and still the ultimate stamp of quality in wool.
It stands for fibre that’s breathable.
Biodegradable.
Naturally luxurious.
Performance driven by nature.
From Merino sheep to modern wardrobes, the Woolmark symbol means the real thing certified, tested and trusted.
📹 @theironsnail@thewoolmarkcompany
