06/10/2026
Long before wearable tech became a category, wool was already adapting to the body. Beta-tested by nature over thousands of years, wool regulates, protects and responds to changing conditions, without a battery in sight.
As we enter an era of transformative technology, we want to remind shoppers that the most advanced wearable solutions has already been developed by nature, for nature.
New research commissioned by Woolmark and conducted by Ipsos across the United States, France, Germany, Italy and China found that on average across the five markets, when price, style and fit are equal, 82% of consumers would choose natural fibres over synthetic alternatives.
Because what we wear is more than an aesthetic choice, it is a relationship between the body, the garment and the planet. There’s no substitute for wool.
Learn more: https://www.woolmark.com/fibre/return-to-real
