We challenged textile visionary and International Woolmark Prize alumnus edwardcrutchley to reimagine the future of our wardrobe’s most timeless textile, denim, using swatches from our recently released special edition Wool Denim theme from The Wool Lab.   “Denim stands for so much; from workwear to youth cultures, it is the cornerstone of so many wardrobes,” says Crutchley. “Wool denim stands for even more. The addition of wool adds both luxury and versatility, giving denim a newness and adding to its adaptability and beauty.”    Tap the link in bio to view the full collection.  🖼️ AI-assisted design

A steam table is being used to relax wool fabric during the garment production process. Compared to pressing with a handheld iron, this gives the fabric greater bulk and a more refined handle – enhancing the texture and feel of the final jumper. 🎥 by #woolmarkprize alum robynlynchireland, who meticulously crafts each of her pieces with considerable care.

🎥 showing: COLOURizd™ QuantumCOLOUR™ – a water-saving wool colouring process that uses just 0.5L of water per kilo of yarn.   Tested against Woolmark’s quality control standards, the COLOURizd™ pigment process for wool meets all requirements for colourfastness and durability.   Tap the link in bio to learn more.

These madewithlovebytomdaley x thewoolmarkcompany soft-as-a-cloud, weight-changing 100% Merino wool yarns are ready to shop. They’re Woolmark-certified, meaning the they’ve have undergone rigorous testing for durability, colour fastness, and resistance to pilling. Tap the link in bio to shop.

Wool’s end-of-life pathways, such as the fibre’s biodegradability and recyclability, make it a strong choice for supporting a more circular economy, where waste is minimised.   This matters as decision-makers consider adopting Extended Producer Responsibility (EPR), a policy that requires brands to be responsible for what happens to their products after use.

International Woolmark Prize alumni mmusomaxwell, has launched its debut menswear collection crafted from premium Merino wool. Drawing inspiration from both the Xhosa and Basotho peoples, two distinct Southern African communities known for their ceremonial dress and spiritual symbolism, co-founders Mmuso Potsane and Maxwell Boko designed this collection as a powerful reflection on masculinity: not as a fixed ideal, but as a fluid, evolving expression of self, shaped by heritage, memory, and identity. Tap the link in bio to shop now.

2025 International Woolmark Prize finalist luar handcrafting his standout wool faux fur jacket.

It’s incredible how a few tiny fabric samples can inspire a designer’s entire vision. Pictured: meryllrogge planning her 2025 International Woolmark Prize collection.

🎥 louisgabrielnouchi created his 2025 International Woolmark Prize collection using custom materials made from a blend of new and recycled wool.