The Campaign for Wool Marks 15 Years of Advocating Nature’s Smartest Fibre at The Flooring Show 2025
The Campaign for Wool will celebrate a major milestone this year as it marks its 15th anniversary at the 2025 edition of the Flooring Show in Harrogate.
As the opening event for the annual ‘Wool Month’ initiative (running 1–31 October 2025), the show promises to spotlight wool’s enduring relevance and unique natural benefits within the flooring industry.
Since its inception in 2010, the Campaign for Wool; originally initiated by His Majesty King Charles III (then HRH The Prince of Wales), has grown into a globally respected Campaign championing the use of wool across interiors, fashion, and beyond. The 2025 campaign theme, ‘Check its Wool’, calls on designers, specifiers, and consumers alike to verify the materials behind their flooring choices and consider the benefits of wool in flooring: nature’s original performance fibre.
With environmental impact, sustainability, safety and indoor air quality rising rapidly up the agenda, wool offers compelling performance benefits for today’s discerning client. Wool is naturally renewable, biodegradable both on land and in water, and highly durable, wool remains unrivalled in combining high-performance flooring benefits with proven sustainability credentials.
Shaun the Sheep Returns to the Flooring Show
Shaun the Sheep will be back to support the wool flooring manufacturers who are collaborating with Aardman, Campaign for Wool and British Wool.
Making a welcome return to the Flooring Show as part of the second year of the ‘Shaun Loves Wool’ and ‘Perfect Carpet for Ewe’ campaign — a three-year promotional push for British and New Zealand wool flooring. Aimed at strengthening consumer awareness, the point-of-sale campaign has proven a standout hit for retailers, translating complex sustainability and performance messaging into a fun, accessible format.
Strong Shaun the Sheep Campaign Industry Backing
Many of the companies supporting the Shaun the Sheep initiative have reported positive consumer engagement at a retail level since last year.
Companies collaborating with the campaign include:
Manufacturers: Brockway Carpets, Causeway Carpets, Cavalier Carpets, Cormar Carpets, Manx Tomkinson Carpets, Penthouse Carpets, Westex Flooring
Yarn Spinners: Danspin, Lusolã
Buying Groups: BRM and SMG
Wool Care: WoolSafe
A Fibre for the Future
As extreme weather events and climate concerns escalate, wool’s role as a natural, low-impact material becomes even more critical. Wool requires significantly less energy to manufacture flooring than synthetic oil-based alternatives and avoids the problem of microplastic pollution, with wool biodegrading fully in both soil and marine environments. Microplastics are now entering the food chain and waterways, potentially affecting us all.
The Campaign for Wool continues to educate the industry and consumers about wool’s capacity to improve indoor environments, from regulating humidity, neutralising airborne pollutants, and even trapping dust and allergens thanks to its natural lanolin coating. Wool is also inherently flame-resistant, requiring higher levels of oxygen in the environment in order to burn, and will only ever scorch not ignite.
Key Wool Flooring Trends to Watch in 2025
Clean and Green
With humidity and allergy concerns on the rise, wool flooring stands out for its ability to balance indoor air quality naturally; all while offering warmth, comfort, style and safety. Wool’s natural benefits are authentic and genuinely ‘green’.
Floor Art
The growth in travel has seen consumers inspired by and be drawn to eclectic styling influences.
Rugs provide the best and most versatile covering option for floors and allow consumers to indulge in a style that truly reflects their personality.
Treating the ground as a canvas on which to place ‘floor art’ adds individuality to a home and makes a firm creative statement. Colour, texture and styling trends from the vibrant and bold; to naturals and undyed; in a fusion of craft and artisan inspired, richly decorative, contemporary, modern or traditional collections.
A Focus on Yarn Styling
We are seeing a creative point of difference via new yarn styling concepts such as moulines, stipples, marls, space dyes, Berbers and tonal effects which add subtle but effective elements of colouration.
These yarns add a new dimension to both cut pile and loop pile constructions. Smart level loops, chunky knitwear inspired patterns and herringbones continue to be the carpet styles of choice.
Neutral and natural undyed shades remain a strong trend with warmer tones replacing the cooler grey hues. Shades of coffee, soft caramel, biscuit, milk chocolate, spices, mustard and pink clay along with herbal and botanical greens are the go-to colours.
Runners are Leading the Way
As we enter a home what better way to make a design statement than to install creative runners? From hallways to staircases and landings these textile floor coverings have become an inspirational trend.
Whether in natural undyed wools or sophisticated neutrals, tonal or vibrant colours, stripes, geometrics, florals, bold patterning there is a wealth of choice to suit all tastes. Flatweave herringbone constructions continue to be a popular choice with other new weaves also being introduced. The availability of plain and patterned coloured edgings also encourage consumers to add their own creative touch.
About The Campaign for Wool: @campaignforwool
The Campaign for Wool is a not-for-profit international organisation that aims to raise awareness amongst consumers about the unique and sustainable properties of wool as a natural fibre and promote the many ways and products in which it can be used. His Majesty King Charles III first conceived the initiative in 2008, when he was HRH The Prince of Wales, and then it was formally launched to consumers in 2010. As a serious environmentalist, His Majesty believes wool’s natural, renewable origin and highly technical structure offer fashion and interiors many superior benefits.
www.campaignforwool.org
#ChooseWool
