The Cornish fashion brand joins Prince Charles for a wool campaign

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A sustainable fashion brand based in Cornwall is working with Campaign for Wool and Prince Charles to raise awareness of the vital role sheep play in our environment.

Celtic & Co have teamed up with Campaign for Wool to promote a new film, Why Wool Matter, which confirms that wool is one of nature’s most successful eco-fibers – with a resounding endorsement from the Prince of Wales, who sponsor the campaign.

Nick Whitworth, co-founder of Celtic & Co and board member of Campaign for Wool, said: “Our goal is for the film to be watched by a million people worldwide. Wool is all natural, biodegradable and renewable, and some people have forgotten its importance and benefits.

“This film highlights key environmental issues contributing to the climate crisis, such as the overuse of plastics and synthetic materials that require industrial processing to be recycled and end up in landfill without biodegrading.

“It also promotes the benefits of regenerative agriculture and biodiversity, while proving that wool is one of the most eco-friendly fibers you can choose for your clothing – something Celtic & Co. is delighted to participate.”

Campaign for Wool is a non-profit organization that promotes the natural benefits and biodegradability of wool. It was initiated by HRH the Prince of Wales and launched in 2010.

The campaign has held over 250 events in 17 countries around the world and is supported by over 1,000 brands and consumers.

In the film, Prince Charles talks about the importance of educating the next generation of makers and consumers about the global benefits of using natural and sustainable resources, including wool.

It also talks about the changes that need to be made to the production, use and disposal of clothing and textiles if we are to meet the climate change goals set by the United Nations.



Celtic & Co is a retailer of ethically sourced, natural and sustainable knitwear, footwear and outerwear.

Mr Whitworth said: “I’m proud of how this campaign clearly outlines the need for action in the fashion and textiles industry, and a lot of that is moving towards a circular fashion model. At Celtic & Co we’ve stood for this from the very beginning, using only natural fibers in all our clothing and offering a repair service for our sheepskin boots.

“I would recommend anyone to sit down and watch this video as it is a great opportunity to learn more about what is happening in our industry and the little things they can do that can have an impact positive on our environment.”

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