Long before wearable tech became a category, wool was already adapting to the body. Beta-tested by nature over thousands of years, wool regulates, protects and responds to changing conditions, without a battery in sight. As we enter an era of transformative technology, we want to remind shoppers that the most advanced wearable solutions has already been developed by nature, for nature. New research commissioned by Woolmark and conducted by Ipsos across the United States, France, Germany, Italy and China found that on average across the five markets, when price, style and fit are equal, 82% of consumers would choose natural fibres over synthetic alternatives. Because what we wear is more than an aesthetic choice, it is a relationship between the body, the garment and the planet. There’s no substitute for wool. Learn more: woolmark.com/fibre/return-to…

We buried a 100% wool jumper and observed the biodegradation process: microbes broke down the wool fibre’s protein structure, fed on its nutrients, fostered moss-like growth and in just over 200 days, this 100% wool jumper has returned to earth.

Why athletes choose Merino wool. A major study has proven what we’ve always known, that 100% Merino wool garments deliver superior thermal comfort and performance benefits. This concept is called dynamic breathability.

We’re on a mission to educate consumers about the benefits of choosing wool. Every synthetic garment ever made still exists in some form, haunting our planet. Wool is natural, renewable, biodegradable, and proudly holds the title of the world’s most recycled apparel fibre.

We've partnered with @OneMinuteBriefs and have a fun challenge for you. Create posters that explain why #MerinoWool is the ultimate performance fibre and why no other fibre can match its benefits. Full brief: bankofcreativity.co.uk/blog/… Cash prizes: WINNER: £400!! RUNNER-UP: £200!