Celebrating 15 Years of the Campaign for Wool x Woolmark
Wool Month 2025 – Event Highlights
October is always a special time for us at Smalls — a month to celebrate the fibre that keeps us all happy underneath it all.
This year marked an even more meaningful milestone as our friends at The Campaign for Wool celebrated 15 years of championing wool, in collaboration with Woolmark, the global authority on this extraordinary natural fibre.
Together, they hosted an event in London to honour wool’s place in the world — not just as a fabric, but as a way of thinking.
A Celebration of Craft and Conscious Design
Held at The Farm Shop in Mayfair, the event brought together brands, designers and makers who share one belief: that wool is nature’s most versatile and sustainable gift.
We were proud to be one of the wool brands invited — rubbing shoulders with such wonderful names in design, craftsmanship and sustainability. It was an inspiring reminder of the shared mission we all hold: to make better, longer-lasting choices that begin with nature.
Guests discovered some of the best examples of Australian Merino wool, brought to life by thoughtful design. Highlights included:
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A luxuriously soft 15.5-micron scarf and blanket from Johnstons of Elgin — proof that fine Merino can feel as gentle as air.
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100% Merino wool swim shorts from Sheep Inc., redefining what wool can do far beyond winter wear.
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The latest inspiration from The Wool Lab, with materials, knit packs and patterns from Tom Daley’s creative collaboration on display for guests to explore.
Each piece told a story — of craftsmanship, care, and the quiet confidence that comes from working with a fibre that lasts.
From Field to Fibre
The evening echoed wool’s natural journey — from open fields to finished fabric.
Guests were treated to a seasonal grazing menu that celebrated the same idea of provenance and simplicity.
Peter Ackroyd, Chairman of the Campaign for Wool, spoke about the industry’s growing strength and the importance of supporting natural fibres through media and brand advocacy.
Damien Pommeret from Woolmark Paris followed, sharing the story of Merino from farm to fabric — and how the smallest fibres can have the biggest impact on global sustainability.
Limited Editions and Legacy Pieces
To mark 15 years of the Campaign for Wool, a number of beautiful, limited-edition pieces were unveiled, including designs from John Smedley, Jeremy Hackett, and Abraham Moon & Sons — all shining examples of British craftsmanship at its best.
Other featured collections celebrated Wool Month in their own way — through innovation, traceability, and timeless design.
A Shared Commitment
For us at Smalls, moments like this reaffirm why we do what we do.
Wool connects us — from the farmers who care for their flocks, to the designers and families who choose natural over synthetic, year after year.
We’re proud to stand alongside our friends at the Campaign for Wool and Woolmark — and to have been part of this celebration of thoughtful progress.
Here’s to 15 years of wool, wellbeing and wonderful company — and to many more years of keeping the world happy underneath it all.
