The Campaign for Wool will celebrate a major milestone this year as it marks its 15th anniversary at the 2025 edition of the Flooring Show in Harrogate. As the opening event for the annual ‘Wool Month’ initiative (running 1–31 October 2025), the show promises to spotlight wool’s enduring relevance and unique natural benefits within the flooring industry.
Since its inception in 2010, the Campaign for Wool; originally initiated by His Majesty King Charles III (then HRH The Prince of Wales), has grown into a globally respected Campaign championing the use of wool across interiors, fashion, and beyond. The 2025 campaign theme, ‘Check its Wool’, calls on designers, specifiers, and consumers alike to verify the materials behind their flooring choices and consider the benefits of wool in flooring; nature’s original performance fibre.
With environmental impact, sustainability, safety and indoor air quality rising rapidly up the agenda, wool offers compelling performance benefits for today’s discerning client. Wool is naturally renewable, biodegradable both on land and in water, and highly durable, wool remains unrivalled in combining high-performance flooring benefits with proven sustainability credentials.
Shaun the Sheep Returns to the Flooring Show
Shaun the Sheep will be back to support the wool flooring manufacturers who are collaborating with Aardman, Campaign for Wool and British Wool.
Making a welcome return to the Flooring Show as part of the second year of the ‘Shaun Loves Wool’ and ‘Perfect Carpet for Ewe’ campaign — a three-year promotional push for British and New Zealand wool flooring. Aimed at strengthening consumer awareness, the point-of-sale campaign has proven a standout hit for retailers, translating complex sustainability and performance messaging into a fun, accessible format.
Strong Shaun the Sheep campaign industry backing
Many of the companies supporting the Shaun the Sheep initiative have reported positive consumer engagement at a retail level since last year.
Companies collaborating with the campaign include:
Manufacturers:
Brockway Carpets
Causeway Carpets
Cavalier Carpets
Cormar Carpets
Manx Tomkinson Carpets
Penthouse Carpets
Westex Flooring
Buying Groups:
BRM
SMG
Wool Care:
WoolSafe
Campaign for Wool • www.campaignforwool.org