BRITISH WOOL TO CELEBRATE 75TH ANNIVERSARY AT THE SHOWS
SUMMER show season is in full swing, and British Wool is making the most of it, connecting directly
with their members, trade partners, and consumers through a busy calendar of events.
One of the season’s highlights was the Great Yorkshire Show, one of England’s most prestigious
agricultural events and conveniently close to our Head Office in Bradford.
Graham Clark, Marketing Director, said: “The Great Yorkshire Show is a key platform for British
Wool. It allows us to speak directly with our farmer members and engage consumers with quality
British wool products.
“We also invite local licensees to join our stand, giving them a chance to sell their goods and
showcase the breadth of innovation and craftsmanship in British wool. It always generates great
interest and strong sales.”
“We also made an impression on the fashion stage, participating in the event’s live runway
shows and demonstrating wool’s versatility in contemporary fashion. A crowd-favourite, the
shearing competition stage attracted significant attention, including two live segments on BBC
Breakfast News, offering valuable national exposure for British Wool and the wider wool industry.”
This year marked British Wool’s first appearance at Groundswell, the regenerative agriculture
event drawing record attendance. Our Wool Hub, featuring licensees and product showcases,
received strong engagement from attendees keen to explore wool’s sustainability credentials and
traceability.
Across Europe, it continues to build influence in the fashion and textile sector, attending multiple
apparel shows where sourcing decisions are being made for upcoming collections.
Graham said: “We’ve spent the last few years building relationships within the fashion industry.
Our new British Wool Sourcing Guides have played a key role; they bring together certified British
wool cloth and yarn ranges from all our partners, offering brands an easy, traceable way to source
genuine British wool. It’s the first time such a comprehensive collection has been presented in this
way.”
The guides have also helped overcome long-standing misconceptions about British wool being
too coarse for apparel.
“We’re now working with brands that had never previously considered British wool in their
collections. The sourcing guides are shifting perceptions and opening doors.”
As British Wool continues the momentum into the autumn, with their 75th Anniversary
celebrations and Wool Month in October, events remain central to its outreach strategy.
Graham concluded: “Taking part in shows and events is a vital part of our approach. It allows us
to connect with a wide range of stakeholders — from farmers and brands to the general public.
“These face-to-face conversations are key to raising awareness of the value British wool offers as
a fibre, as well as helping to drive demand. With a busy schedule ahead for our 75th Anniversary
celebrations and Wool Month in October, we’re looking forward to keeping that momentum going.”
