Brits have an average of 76 items of clothing in their wardrobes.

Yet 8 in 10 are clueless about the materials they are made from or where in the world they originated.

We conducted research with over 2,000 UK consumers which suggests that, while fashion-conscious Brits have an average of 76 garments hanging in their closets, as many as 83% could not tell you where a single item originated from.

A further 85% had no idea what materials their outfits are made from, that’s despite 31% claiming they try to buy more sustainable items.

In fact, of those surveyed, as many as 74% had no idea that viscose was bad for the environment, while 62% were shocked to hear that nylon was a non-biodegradable synthetic.

And 56% were not aware that materials such as wool, recycled cotton and hemp were much better for the environment.

Read more about our What on Earth Are Your Wearing? campaign here

Natural, renewable and sustainable

British wool is 100% natural, renewable, biodegradable fibre. Sheep in the UK grow between 1 and 3 kg of raw wool annually that must be sheared for the health of the animal.

Wool does not contribute to micro-pollution in the ocean or on the land. At the garments end of life, wool will biodegrade into the soil in a matter of months, slowly releasing valuable nutrients back into the soil.


On a microscopic level, wool fibres are like a coiled spring that returns to its natural shape after being worn. This gives British wool garments a natural resistance to wrinkles.

Wool garments can provide good stretch and beautiful drape, yet return to their original shape naturally rather than becoming saggy or losing their shape.



Thanks to its hygroscopic abilities, wool constantly reacts to changes in body temperature. Wool maintains its wearer’s thermophysical comfort, adapting to changes in body temperature in both cold and warm weather.

It’s an active fibre that helps you to stay warm when it’s cold and cools you when it’s warm. This makes it the perfect material throughout the year, helping you minimise your consumption and maximise the sustainability of your wardrobe.


Wool absorb the moisture from your skin, and therefore the sweat when you perspire is only released during washing. Wool’s natural anti-bacterial properties don’t allow bacteria and dirt to bind and subsequently grow on the fibres which is the cause of bad odours.

Wool needs less washing than other fibres, wool garments can simply be refreshed by airing it outside on a breezy day.


High quality, wool garments can last for years when taken care of properly. The superior strength and resilience of British wool means wool garments are able to maintain their appearance over many years, if not decades.

Wools natural crimp and elasticity means these garments can endure regular wear and tear and still retaining their original appearance, resulting in less frequent replacement and waste.