While on her honeymoon in South America last January, our Programs and Communications Manager, Lidiya Beida, couldn’t resist the opportunity to visit Manos del Uruguay—a legendary artisan cooperative that has championed wool since its founding in 1968 and collaborated with countless household-name fashion houses. In these field notes, Lidiya takes us behind the scenes to where the magic of Uruguayan wool—some of the most prized in the world—comes to life.

Good sleep matters for every family member — from babies and teens to busy parents and aging grandparents. Across Canada’s wide-ranging climates, the right bedding and sleepwear can make the difference between restless nights and truly restorative rest.

Backed by laboratory studies and human trials, wool offers a set of natural advantages that are particularly well-suited to family life.

Another Wool Month has come and gone, full of exciting events, initiatives, and industry activity! From advocating for sustainability policies to developing opportunities for the entire Canadian wool value chain, we’re committed to making an impact. 

We are thrilled to announce that this year’s prize has been awarded to Inswoolation, an innovative wool-based food packaging solution developed by Ecowool, a strong wool fibre mill based in southern Ontario and founded by Jennifer Osborn.

Inswoolation harnesses the remarkable natural properties of wool — including thermal insulation, moisture regulation, and breathability — to keep perishable foods fresh and stable during transport.

This month, we’re featuring insights from Kim Klassen, a sustainability consultant based in British Columbia with a background spanning forestry, energy, and AgTech. Through her work with First Nations communities and regenerative land use projects, Kim offers a systems-thinking perspective on the challenges and opportunities for wool in Canada’s sustainability landscape.

When we talk about wool and sustainability, it’s worth remembering that humans have been growing and using wool for thousands of years. It’s a natural, renewable resource that biodegrades without leaving a trace on the planet. Yet today, the wool industry has seen a sharp decline, dropping by 40% since 1990, largely due to the ease of manufacturing synthetic fibres, the rise of performance wear, and more recently, the dominance of fast fashion brands. 

In a rapidly evolving apparel landscape, textile innovation and performance are more crucial than ever—especially for those navigating the diverse climates and fast-paced lifestyles of North America. Drawing from nearly 15 years of experience in product design, I’ve dedicated my career to exploring new fibres and materials that bring both reliability and comfort to everyday clothing. This is why the work of the International Wool Textile Organisation's (IWTO) Product Wellness Working Group is so exciting—their innovative efforts have the potential to significantly transform how we choose and use activewear.

In May, our team attended the 94th International Wool Textile Organisation (IWTO) Congress in Lille, France, hosted by Segard Masurel. As one of Europe’s largest historic manufacturing hubs, Lille—and the surrounding region—remains the heart of France’s wool industry and textile innovation.

With the largest Canadian delegation to date—including two producers, several industry experts, and three Young Professionals—we were inspired by the insights shared by our global wool colleagues. We're excited to now bring fresh ideas back home to continue driving Canada's wool industry forward.

The Canadian Wool Innovation Prize provides a prestigious recognition of true innovation in the Canadian wool value chain. The Canadian Wool Innovation Prize celebrates innovation within our domestic wool value chain and connects it to the global industry, and provides direct financial support to the businesses that are creating demand for high-value product using Canadian wool fibre.

The message of this year’s Wool Month, celebrated every October, was “CHECK IT’S WOOL”. In the world overwhelmed by plastic pollution, including synthetic clothing, wool offers a natural, sustainable solution. Biodegradable and renewable, wool is more than just a fibre—it’s rooted in cultures and communities, with the power to bring people together.

We are thrilled to announce our new collaboration: a collection of 100% Canadian wool hand-knotted rugs designed by Chepximiya Siyam’ Chief Janice George and produced by the family-owned carpet and flooring company, Burritt Brothers, based in Vancouver.

This collection brings together our long-standing partners and exemplifies our mission to create new opportunities for Canadian wool and the Canadians who transform it.

One of the best things about being an IWTO member organisation is the opportunity to meet and learn from other members around the world. While traveling in Japan last month, Lidiya, our Program and Communications Coordinator, visited NIKKE—one of the largest textile manufacturers in the country and a fellow member of the International Wool Textile Organisation. In this article, she shares insights from her visit to the oldest of NIKKE’s mills, the Innami mill in Kakogawa.

The Campaign for Wool in Canada has turned 10! On May 19th, 2014, the former Prince of Wales and The Duchess of Cornwall, now Their Majesties King Charles III and Queen Camilla, launched The Campaign for Wool in Canada on a windy pier in Pictou, Nova Scotia, during their May Royal Tour.

The Campaign for Wool in Canada is delighted that HM The King remains as The Patron, supporting the Campaign and its educational activities and events aimed at challenging the rise of toxic synthetic fibres in the worlds of fashion, interiors, and the built environment.

In April, our CEO, Matthew Rowe, was fortunate to attend the 93rd Congress of the International Wool Textile Organization (IWTO) in Adelaide, Australia. As the Head of Canada’s delegation to the IWTO, he was pleased to be able to fly the flag, learn about the latest industry trends and connect with new buyers and partners for Canadian wool.

In December 2023 for the first time ever, The International Wool Textile Organization held a meeting of the global wool industry in Canada with the Canadian Wool Council as the co-hosts.