The ‘take, make & dispose’ culture of fast fashion is being challenged by consumers and brands are falling over themselves to justify the sustainable credentials of their processes and materials. But there’s one fibre that’s designed by nature. Wool. 100% natural, 100% recyclable and 100% biodegradable. The whole process from wool production (i.e. sheep), to its capacity to be recycled many times, to putting it back in the ground to grow crops for the sheep is a completely circular process.

Together with sustainability consultants Eco-Age and the Woolmark team in Australia we created a digital-first campaign aimed at designers and manufacturers – emphasising the true circularity of Wool and to encouraging them to specify it as part of their process. Working with Lambda Films we created a narrative and animation which not only promotes the natural and recyclable attributes of wool but also its regenerative benefits; capturing carbon, encouraging biodiversity and supporting the livelihoods of farmers. Designed first and foremost as a social media campaign the main film was launched to coincide with World Circularity Day.