Why Wool Month matters
October marks the start of Wool Month 2026, with a packed programme of activity designed to raise awareness of wool, promote wool-rich products and help create new demand for members’ wool.
Wool Month has continued to grow in profile over recent years, bringing together brands, retailers, manufacturers and consumers to celebrate one of Britain’s most natural and sustainable fibres. While Wool Month officially starts in October, activity has already been taking place throughout September and will continue into November.
Promoting wool across key sectors
September has seen Ulster Wool engaging with key sectors across flooring, bedding, fashion and sustainability. Events including The Flooring Show, The Bed Show, Yarndale and the UKFT Sustainability Conference have provided valuable opportunities to promote members wool, strengthen industry relationships and explore new opportunities for wool-rich products. We also took part in the Sheep Dog Show at Daylesford and the annual Sheep Drive in London, helping to take the wool message directly to consumers.
Working with partners to reach consumers
Throughout October, much of the focus will be on working with our licensee partners to reach consumers through social media and digital campaigns. We have 18 collaborations planned during the month, showcasing wool across a range of products and markets.
Keeping wool part of the bigger conversation
The month will also include panel discussions and industry events designed to highlight the benefits of wool and encourage greater use of natural fibres. These conversations are important in helping to build understanding of wool’s performance, sustainability credentials and long-term value.
Looking ahead to Wool Exchange 3
The final major event takes place in November with Wool Exchange 3, delivered in partnership with Central Saint Martins. The two-day event will bring together the fashion industry, researchers and innovators to explore new opportunities for wool and encourage fresh thinking around future applications for the fibre.
Graham Clark, Marketing Director at Ulster Wool, said: “Wool Month gives us a great opportunity to put our members wool in front of consumers while continuing important conversations with manufacturers, retailers and brands. Every event, campaign and collaboration has the same aim: to increase awareness of wool and help create demand for wool-rich products.”
“Our wool has a fantastic story to tell, from its natural sustainability credentials through to the quality and performance it offers. By continuing to promote these benefits, we can help build stronger demand and create more opportunities for our members’ wool in the future.”