Celebrating a decade of wool: highlights from our 10th anniversary Wool Month

As we celebrate our 10th anniversary in Canada, we're more energized than ever to drive positive change. From advocating for sustainability policies to developing opportunities for the Canadian wool value chain—from producers to manufacturers, designers, and consumers—we’re committed to making an impact.

New point-of-sale materials: Check It’s Wool!

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. Yet today, wool makes up only 1% of global fibre production, losing ground to synthetics in the fast fashion era. This Wool Month, and into the future, we encourage consumers and citizens to check labels—from sweaters to duvets—and CHOOSE WOOL for its superior qualities and eco-friendly lifecycle.

We marked this significant milestone with our 10th Anniversary Wool Month Reception, hosted in the beautifully curated showroom of our partners, Black Sheep Mattress Co. This unique Canadian business is a trailblazer in championing wool for interior applications—one of the key sectors our organization is actively developing within the domestic wool value chain.

The evening was graced by special guests, including The Hon. Edith Dumont, Lieutenant Governor of Ontario, who delivered a heartfelt speech on behalf of His Majesty King Charles III, Founder and Patron of The Campaign for Wool. Her words underscored the enduring importance of wool in sustainable industries and its bright future in Canada.

A highlight of the evening was the presentation of the second annual Canadian Shepherd Award to Mrs. Camilla Dalglish. Our CEO, Matthew Rowe, bestowed the award in recognition of her commitment to the Canadian wool industry.

Thank you to all our guests for joining us for this special evening and bringing warmth and optimism to a chilly October as we embrace the promising future of the Canadian wool industry. Special thanks to Black Sheep Mattress Co. for being such gracious hosts!

Unveiling Exciting Initiatives and Global Connections During Wool Month

This Wool Month was packed with exciting milestones for our organization, including the launch of a special wool capsule collection with Holt Renfrew’s H Project. This collaboration celebrates wool’s versatility and sustainability, bringing it to the forefront of modern Canadian fashion design.

We were also thrilled to debut two new Fabric of Canada films, which tell the stories of Canadian wool and the Canadians who transform it. Wool of the West and Montréal en Laine are now available to watch on our YouTube channel—don’t miss these inspiring stories!

To conclude Wool Month, we embarked on a Wool Trade Mission to the UK, strengthening our connections with members of the British wool industry at networking events in London. The journey continued in Scotland, where we visited some of the country’s most breathtaking textile mills - Johnstons of Elgin and Harris Tweed Hebrides, gaining valuable insights into their world-class craftsmanship and innovation.

Stay Connected with the Campaign for Wool Canada

Don’t want to miss out on future Campaign for Wool events and exciting opportunities? Be sure to subscribe to our newsletter! You can find the sign-up form in the footer of our website. Stay in the loop and join us as we continue to celebrate and support the incredible world of wool!

Thank you for supporting the Campaign for Wool and joining us on this mission! 💚