Wool requires no rebranding. It has been quietly perfecting itself for millennia. It keeps a sheep warm in the highlands of New Zealand and the Hebrides; it keeps us warm in city apartments and rural cottages. It breathes, insulates and returns to the soil at the end of its useful life. That said, in recent decades, its synthetic rivals have become much more commonly seen in showrooms and department stores, largely due to their lower production costs.
But as we all become more environmentally conscious, and aesthetically conscious, too, it is clear that absolutely nothing (regardless of its PR spin) beats the original natural wonder fibre that is wool.
