Why WOOL?

WOOL IS NATURE'S ORIGINAL SUPER FIBRE

Wool doesn't fake it.
It's a 100% natural protein fibre that's completely renewable, with sheep producing a new fleece every year. Half the weight of this clean wool is pure organic carbon that's been sequestered from the atmosphere through the grasses and plants that the animals consume.

Wool has an inherent elasticity that allows the fibres to bend up to 20,000 times without breaking and stretch more than 30% before returning to their original shape. It's anti-static, naturally stain and odour resistant and has a 30+ UV protection. Moreover, a high nitrogen and water content means wool is flame-retardant, able to self-extinguish when exposed to fire. This malleability and versatility see wool adapt to endless applications and industries.

It's little wonder, then, that wool is among the most reused fibres of all time. Consistently reworked into geotextiles, garments and insulation keeps it in circulation for longer, reducing a product's environmental footprint. When it does finally reach the end of its lifespan, wool readily biodegrades in land and water, releasing valuable sulphur, nitrogen, phosphorus and potassium back into the earth.
So perhaps the better question is: Why not wool?