Canada at the 94th IWTO Congress: Wool Innovation on the Global Stage
Palais de la Bourse – Host venue of the Congress
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.
Members of the Canadian Delegation
Held under the theme “Weaving the Perfect Fit Between the Past and the Present,” this year’s Congress featured sessions on wool in retail, sustainability, market intelligence, product wellbeing, and national wool industries, among other topics. Gathering over 300 participants from around the world, the IWTO Congress is the most important global conference dedicated exclusively to sheep’s wool and every aspect of its trade and processing.
“There are no competitors in this room” was a phrase repeated often over the course of the three-day event. Wool, which accounts for just around 1% of global fibre production, is often overshadowed by oil-derived synthetics.
This reality makes wool a niche industry even on a global scale, and it demands that we continuously build on our strengths to remain competitive and appealing to consumers. Unsurprisingly, two of the most prominent themes at this year’s Congress—held in the France, a key consumer market that is also advancing ambitious environmental regulations for consumer goods and textiles—were deepening our understanding of wool’s target markets and consumers, and refining how we measure the industry’s ecological and climate footprints, while mainstreaming traceability.
With the European Union preparing to implement new Product Environmental Footprint (PEF) regulations, global wool organizations are working to ensure that natural fibres are accurately represented in the methodologies used to inform policymakers, which has proven to be a challenge. The IWTO and the Woolmark Company, alongside representatives of other natural fibre industries, are leading the Make the Label Count Campaign, advocating for level playing field for wool and other animal and plant fibres.
As a result, providing the fibre and textile industry with an accurate and compelling picture of wool as a natural, renewable, and sustainable fibre, is the main focus of the global industry - for fine and strong wool alike.
As highlighted by Dr. Paul Swan, author of the forthcoming IWTO Green Book on improving methodologies for measuring wool’s carbon and methane footprint, wool is facing a "contest of ideas." While many consumers value its natural properties, misinformation about animal welfare and overestimated climate impacts remains a challenge.
The importance of connecting with a broader range of consumers was also a central theme at the congress. Traditionally seen as a luxury fibre — which it certainly remains — wool is increasingly recognized, through scientific research, as an excellent choice for both environmentally conscious young consumers and a generation of mature women prioritizing comfort and wellbeing as their bodies change.
While Canada’s wool profile does not include fine wools suitable for next-to-skin layers like the Merino wool produced in Australia, South Africa, or Uruguay, recent developments in wool apparel are still promising for Canadian clothing brands and marketers. These innovations offer opportunities to incorporate more natural materials into a myriad of products while growing demand in our Nordic climate.
One of the developments our team is most excited about comes from New Zealand, where—thanks to strong advocacy from the local value chain—the government procurement policy has officially been updated to prioritize New Zealand wool as the first-choice material for all government buildings. The news was announced by Andy Caughey, CEO of Wool Impact, and stands as a fantastic and effective example of how the public sector can support local industry and drive demand.
Celebrating alongside our industry colleagues across the Pacific, we are actively working to build similar bridges with Canada’s Federal Government—already a funding partner of the Canadian Wool Council—to help make such a policy a reality here as well. Given that most of Canada’s wool clip consists of medium-micron strong wool, carpets and rugs represent one of the highest value-added product opportunities.
Carpets produced by Toronto-based Creative Matters already grace Canada’s Senate and a number of Canadian embassies around the world. It may not be long before 100% Canadian wool rugs join the government’s permanent roster—stay tuned!
With increasing momentum across the value chain, from fibre to finished product, Canada is well-positioned to contribute meaningfully to international conversations on sustainable materials and circular design. From policy engagement to product development, the energy around Canadian wool is tangible—and just getting started.
This year, Team Canada has participated in several sessions and panels:
Matthew Rowe, CEO of the Canadian Wool Council, presented Wool of the West, the second film in the Fabric of Canada series, showcasing a Canadian-made felt saddle pad created through collaboration between Alberta producers and Ontario manufacturers. The project reflects Canada’s growing capacity for fibre-to-finished-product innovation.
Carol Sebert, Chair of the IWTO Interiors Working Group, shared preliminary results from a study commissioned by the group comparing 100% wool carpets with the 80/20 wool/nylon blend that currently dominates the market. The encouraging findings are particularly promising for large-volume commercial clients—such as cruise liners—looking to transition to more easily recyclable materials that can be responsibly replaced at the end of their life cycle. Pure 100% wool carpets offer the potential for both composting and mechanical recycling, making them a far more sustainable choice, partuclarly from the product’s end-of-life point of view.
Carole Precious, Shetland sheep farmer and owner of Chassagne Farm in Ontario, gave an inspiring talk on the importance of community-based wool projects and the storytelling that connects consumers with natural fibres. Her collaborations with artisans demonstrate how small farms are shaping Canada’s domestic wool future. Carole, alongside Romy Schill of Revolution Wool Company, were both producers and first-time attendees of the IWTO Congress.
Moreover, three Young Professionals proudly represented the future of Canada’s wool industry in Lille:
Lidiya Beida, Programs and Communications Manager at the Canadian Wool Council, who brings a background in sustainability policy and research.
Madeleine Jones, Marketing Manager at Black Sheep Mattress Company, a creative storyteller with a passion for natural interiors and knitwear.
Lindsey Weber, founder of WoolGrown Company, a start-up developing wool-based horticultural products as sustainable alternatives to synthetics.
Contributing to the global industry and building bridges with partners from around the world is an extremely important and valuable part of our work. Most challenges faced by the Canadian industry are indeed not unique to Canada, and through collaboration and knowledge sharing, we can create a thriving and diverse wool value chain across the globe.
Be sure to follow us on Instagram, Facebook, and LinkedIn to stay up to date on future opportunities related to the IWTO.
We can also watch a recording of our Spinning Yarns Speaker Series webinar, where members of this year’s delegation shared their take-aways from Lille.
