Celebrating 15 Years of the Campaign for Wool 🌿
Every October, we join our friends at The Campaign for Wool in celebrating one of nature’s most remarkable fibres — wool.
October is Wool Month — a moment to pause and appreciate the natural magic that begins with happy sheep and ends with happy skin.
15 Years of Choosing Better
This year marks a special milestone — 15 years since His Majesty King Charles III first launched the Campaign for Wool, uniting farmers, designers, brands and makers under one shared goal: to bring wool back into the heart of how we live, wear and create.
From the fields of New Zealand to the wardrobes of families across the world, the message has always been clear: wool is the original sustainable fibre — and it deserves to be celebrated.
Why Wool Matters (Now More Than Ever)
At a time when fast fashion and synthetic fibres are having a growing impact on our planet, wool quietly does the opposite.
It’s:
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100% natural and renewable
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Biodegradable, leaving no microplastics behind
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Temperature-regulating, keeping you cosy when it’s cold and cool when it’s warm
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Durable and repairable, made to last season after season
Every Smalls piece begins with ZQ-certified, traceable Merino wool, grown on farms where animal welfare, environmental care and social responsibility come first. Because true sustainability starts long before your clothes reach your wardrobe.
Wool in Everyday Life
Wool isn’t just for jumpers and scarves. It’s the foundation of comfort — whether your little ones are racing around the playground, snuggled up for storytime, or sleeping soundly.
Soft and gentle on young and sensitive skin, our superfine Merino base layers are perfect for year-round wear — especially as the cosier days and longer nights draw in.
How You Can Join In
Throughout Wool Month, we’re encouraging our community to:
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#CheckItsWool — look for wool on product labels
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#ChooseWool — opt for natural fibres that last
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Share the message — one conversation or post can make a world of difference
A Small Step, A Big Difference
At Smalls, we believe that every small decision adds up — from what we wear next to our skin to how we care for the planet beneath our feet.
So this Wool Month, join us in celebrating the fibre that started it all — beautiful, breathable, biodegradable wool.
Because when you start happy underneath it all, everything else feels a little better.
Follow Campaign for Wool here