Obituary: The Campaign for Wool announces the death of its Chairman, Peter Ackroyd MBE

The Campaign for Wool announces with sadness the death of its Chairman, Peter Ackroyd MBE.

Peter Ackroyd MBE was appointed Chairman of the Campaign for Wool* in January 2025, succeeding Sir Nicholas Coleridge CBE, having previously served as Chief Operating Officer since joining the organisation in 2009.  His appointment recognised more than five decades of distinguished service to the international wool and textile industry, as well as his unswerving devotion to championing wool as one of the world's most remarkable natural fibres.  

“Peter was a lifelong Wool Man of the highest calibre, who knew every mill, every player and wool champion in the UK and beyond. He was a Great Man, a gentleman and a friend to so many of us. He will be profoundly missed by the entire wool community," Sir Nicholas Coleridge CBE.  

Throughout his career, Peter earned enormous respect across the global textile community. He served as President of the International Wool Textile Organisation (IWTO), was Global Strategic Advisor to Australian Wool Innovation and Woolmark, and was formerly the Vice President of the Strategy Committee for Premiere Vision and former President of the Bradford Textile Society. Peter devoted much of his professional life to promoting wool through innovation, education, international collaboration, and responsible manufacturing. In 2006, he was awarded an MBE for services to the textile industry. 

As Chairman, Peter had the privilege of serving the Campaign under the Patronage of His Majesty King Charles III and provided steadfast leadership at a key time for the international wool sector. He was passionate about championing wool's environmental, technical and economic importance, helping to strengthen relationships across farming, manufacturing, fashion, interiors, retail and government while ensuring the Campaign remained focused on its founding purpose: promoting wool as a natural, renewable and biodegradable fibre for future generations. 

Those who worked alongside Peter will remember not only his remarkable knowledge of the global wool industry, but his humour and ability to lighten any room with one of his speeches and fluency in many languages, along with his generosity, kindness and steady determination. He had an outstanding ability to bring together people from across the international supply chain, earning the admiration of colleagues, growers, manufacturers, designers and retailers alike. His counsel, integrity and lifelong devotion to the industry leave a permanent legacy that will continue to shape the future of wool for years to come. 

The Campaign for Wool extends its deepest sympathies to Peter's family, friends and the many colleagues throughout the international wool community who had the privilege of knowing and working alongside him. 

Additional announcements regarding funeral arrangements and the governance of the Campaign for Wool will be made in due course.

*The Campaign for Wool is a not-for-profit international organisation that aims to raise awareness amongst consumers about the unique and sustainable properties of wool as a natural fibre and to promote the many ways it can be used and the products in which it can be used. His Majesty King Charles III first conceived the initiative in 2008, when he was HRH The Prince of Wales, and it was formally launched to consumers in 2010. As a committed environmentalist, His Majesty believes wool's natural, renewable origin and highly technical structure offer fashion and interiors many superior benefits.

Wool Event: Campaign for Wool Celebrates 15 Years with Call to 'Check It's Wool'

The Campaign for Wool is marking its 15th anniversary this October with a renewed push to promote wool as a sustainable alternative to synthetic fibres. The global initiative, originally launched in 2010 by King Charles III—then the Prince of Wales—is using the milestone to urge consumers to “Check It’s Wool” when making textile purchases.

The campaign, which has grown to include over 1,000 companies worldwide across sectors such as farming, fashion, interior design and manufacturing, continues to advocate for wool as one of nature’s most versatile and eco-conscious fibres.

“As we mark this milestone, our mission remains more relevant than ever,” said Peter Ackroyd, Chairman of the Campaign for Wool. “Wool is not only natural, renewable and biodegradable—the simple act of choosing wool can help reduce our impact on the planet. It breaks down in soil and water without releasing harmful microplastics.”

Wool’s appeal lies not just in its natural credentials, but also in its remarkable versatility. As a trans-seasonal material, it provides thermal regulation—keeping wearers warm in winter and cool in summer—making it an ideal choice for year-round fashion. In interiors, wool’s insulating properties help regulate indoor temperatures, offering energy-saving benefits while contributing to comfort and wellbeing. Its inherent breathability, durability, and resistance to odours further enhance its value across everyday applications.

From finely spun merino garments to robust upholstery and elegant rugs, wool continues to redefine modern luxury with a conscience. It is entirely renewable, with sheep producing a new fleece every year, and fully biodegradable, returning safely to the earth without leaving behind microplastic waste. As consumer awareness grows around the environmental cost of fast fashion and synthetic materials, wool offers a practical, planet-friendly alternative that supports both sustainable design and responsible consumption.

The anniversary will be marked by a wide-ranging programme of events across the UK and abroad. These include educational showcases, artisan-led workshops, interactive installations, and pop-up retail spaces designed to highlight wool’s role in circular design, marine safety, soil health, and sustainable living.

British brands taking part in the campaign include Vivienne Westwood, Gieves & Hawkes, Brora, Johnstons of Elgin, Amy Powney, and Finisterre, among others. Their involvement reflects the continued relevance of wool in modern fashion and design.

Founded as a not-for-profit initiative, the Campaign for Wool aims to raise awareness about the environmental benefits of wool and its wide-ranging uses. King Charles has long advocated for the fibre’s unique technical and ecological advantages, describing it as a sustainable solution in both fashion and home interiors.

More information about the campaign and its upcoming events can be found on campaignforwool.org and at @campaignforwool.

Images courtesy of Campaign for Wool

New Role: Peter Ackroyd Appointed Chairman of Campaign for Wool, Succeeding Sir Nicholas Coleridge

Peter Ackroyd MBE has been named Chairman of the not-for-profit Campaign for Wool*, with immediate effect, succeeding Sir Nicholas Coleridge CBE. 

King Charles III, the organisation’s Patron, continues to champion its mission.

Sir Nicholas Coleridge CBE (L.) and Peter Ackroyd MBE (R>)
Campaign for Wool 

Ackroyd, who has been the Campaign's COO since its inception in 2009, brings over 50 years of experience in the textile industry. His distinguished career includes roles as President of the International Wool Textile Organisation and Global Strategic Advisor for Australian Wool Innovation/Woolmark Company. Since the 1970s, Ackroyd has dedicated himself to advancing the wool industry through business development, research, innovation, and global marketing. He is highly regarded for his expertise in yarn, woollen, and worsted fabric sectors.

Sir Nicholas steps down as Chair to focus on his roles as the 43rd Provost of Eton College and Chair of Historic Royal Palaces. Reflecting on his tenure, he remarked, “What I thought would be a three- or four-year role turned into 14 wonderful years. It has been immensely rewarding, but it is time to hand over the reins. Peter, with his unparalleled knowledge of the international wool sector and our close collaboration over the years, is the perfect successor. I leave the Campaign in exceptionally capable hands.”

As Patron, King Charles III continues to advocate for wool’s natural, sustainable, renewable, and biodegradable properties, which align with his environmental priorities.

Ackroyd will focus on addressing critical challenges facing the wool industry, including the European Union’s Environmental Footprint (PEF) legislation. This framework, part of the EU’s forthcoming Digital Product Passports set for 2026, may undervalue wool’s environmental benefits, such as biodegradability and renewability, while insufficiently addressing issues like microplastic pollution caused by synthetic fibres.

“Now more than ever, wool-producing nations must unite to raise awareness about the environmental harm caused by synthetic fibres,” said Ackroyd. “At a time when global waste levels are unsustainable, we are seeing an alarming rise in synthetic materials, disinformation, and greenwashing by fast-fashion brands.”

The announcement follows a milestone year for the Campaign for Wool, which orchestrated over 20 events during Wool Month in October, engaging over 3,000 participants from farmers and manufacturers to designers and retailers. Its “Check it’s Wool” consumer campaign resonated widely across the textile sector.

Additionally, the Campaign launched a three-year collaboration with Aardman Animations to promote British and New Zealand wool through the beloved character Shaun the Sheep. The initiative, titled “Shaun Loves Wool,” highlights wool’s benefits in flooring and sustainability, aiming to educate consumers on its positive impact on the planet.

Ackroyd’s leadership promises to steer the Campaign through an evolving global landscape, ensuring wool’s legacy as a natural and sustainable resource endures.

*The Campaign for Wool is a not-for-profit international organisation that aims to raise awareness amongst consumers about the unique and sustainable properties of wool as a natural fibre and promote the many ways and products in which it can be used.  His Majesty King Charles III first conceived the initiative in 2008, when he was The Prince of Wales, and then it was formally launched to consumers in 2010. As a serious environmentalist, His Majesty believes wool's natural, renewable origin and highly technical structure offer fashion and interiors many superior benefits.  The Campaign for Wool are affiliates with British Wool, The Woolmark Company, Cape Wools and Campaign for Wool New Zealand.

Edited by Lucia Carpio, based on press release from Campaign for Wool.  Image courtesy of Campaign for Wool.

Wool News: THE CAMPAIGN FOR WOOL announce the continued patronage of HM King Charles III

The Campaign for Wool in the UK has announced that His Majesty The King continues to serve as its esteemed Patron, steadfastly backing its educational endeavors and events aimed at highlighting wool's vital role in supporting the planet, thanks to its natural, renewable, and biodegradable properties.

In 2024, the Campaign for Wool will unveil a series of initiatives and collaborations
during Wool Month, observed throughout October.

Originally conceived in 2008 by HM King Charles III during the time when he was The Prince of Wales, the Campaign for Wool was officially inaugurated in 2010. Its primary objective was to bolster wool growers across the Commonwealth in their efforts to counter the ascent of harmful synthetic fibers in fashion, interiors, and construction. 

As the Patron, His Majesty has tirelessly traversed various regions of the UK, Italy, Australia, New Zealand, Canada, and South Africa over the past decade. His aim: to engage with wool growers and elucidate the distinct environmental superiority and ecological advantages of wool across its diverse applications.

Aligned with His Majesty The King's recent emphasis on Climate, Community, Commonwealth, and Culture, the Campaign for Wool assumes even greater significance today. 

As climate change and rampant plastic consumption dominate headlines with increasing frequency, there is a pressing need for conscientious decision-making. His Majesty ardently champions the natural benefits and usage of wool—a cause he championed over 50 years ago during his student days, upon the introduction of mainstream plastic use. Opting for wool presents a tangible means of safeguarding the planet for future generations.

The Campaign enjoys widespread support from entities worldwide, spanning farmers, the wool processing industry, designers, brands, and retailers. 

In 2024, the Campaign will unveil a series of initiatives and collaborations during Wool Month, observed throughout October.

Images from The Campaign for Wool

Campaign for Wool launches Wool Month this October

As the world battles with climate change and issues around over-consumption, emissions and non-biodegradable waste, The Campaign for Wool designates October as Wool Month 2022 in the UK, celebrating all things wool, from clothing to home interiors and lifestyle products, and a wide range of 21st century commercial and industrial uses. 

Wool Month celebrates wool's natural attributes and benefits and its unassailable environmental credentials.  For this year’s flagship event, The Campaign for Wool reminds consumers "Why Wool Matters," and encourages us all to ask more questions about the products we buy and, most importantly, where they come from, putting the focus firmly on wool’s natural attributes.

Under the patronage of King Charles III, Wool Month flagship event was launched at London's Saville Row on October 5th, hosted by Sir Nicholas Coleridge, Chairman of the Campaign for Wool.
Photo courtesy Campaign for Wool.

Some of the UK’s most important brands and retailers are participating in Wool Month. From a launch event in Yorkshire for the key wool manufacturing industry, and a flagship event in London on 5 October for leading retailers and brands, to a series of additional events and collaborations across the UK, a host of new cutting-edge wool designs and products will be released and brought together, highlighting wool’s natural and sustainable qualities.

Sir Nicholas Coleridge, Chairman, Campaign For Wool, said “Supported by its Patron, His Majesty King Charles III, Wool Month has become an increasingly important annual event. As the planet issues become more prevalent and natural fibre awareness increasingly important, industry relationships deepen and resources, insights and technology are increasingly shared, the Campaign for Wool’ ripple effect’ can be felt more widely now than ever before.” 

Woolroom

Brora

 

 

According to The Campaign for Wool, pure wool is 100% natural, 100% renewable, 100% sustainable and 100% biodegradable.  

Among the brands taking part is Marks & Spencer which is launching the new 

Originals Menswear Collection. 

Marks & Spencer Photo: Originals Menswear Collection

 Other participating brands include womenswear label Hobbs presenting from its new AW22 Collection wool tweeds from Abraham Moon and Sons, while luxury fashion brand Brora is showcasing a new jumper design, the result of a graduate design project, manufactured using Knoll wool yarns. 

British knitwear brand John Smedley is showcasing a special Limited-Edition jumper called the ‘Cornwall’, in a unique partnership with The Campaign for Wool and sourced using wool exclusively from farms on the Duchy of Cornwall estate.  

Unisex tailoring and knitwear brand Walker Slater has created a new collection featuring British Wool and Harris Tweed Hebrides cloth, while luxury wool bedding specialist Woolroom has launched a new sustainable Merino sleepwear collection in collaboration with Smalls Merino.  Tailors along London’s Savile Row and across the city are also supporting the Wool Month campaign with a series of special pop-up window displays.

When made into clothing, wool is warm but also cool thus it adapts to the wearer.  

A special guest who had flown over from South Africa to co-host the London event was Stefan Gerber, owner of Gerber & Co.  He said “We are thrilled to be in the UK to celebrate Wool Month and  showcase our traceable Merino pieces that use the communities in South Africa to bring you the wool we nurture and craft. We are a family business, and our plan is simple – where there is a wool there is a way. Gerber & Co have been building, rebuilding and reviving old crafts and upskilling new ones, mentoring and investing to use the finest wools to create heritage wool pieces.” 

For interiors, wool is flame retardant and will often self-extinguish, making it a safe choice for a variety of applications in homes and commercial premises.

Participating brands in the lifestyle and craft sector include Johnstons of Elgin which has launched a Limited Edition 'Farmers Blanket’ woven in 100% Scottish Blue faced Leicester wool, and in conjunction with a local artist and farmer Carolyn Milne is being released as an anniversary blanket to celebrate their 225 years in business.

 A group of UK flooring brands will also launch new wool designs including Abbingdon, Alternative Flooring, Axminster Carpets, Brintons, Brockway, Cavalier Carpets, Cormar, Crucial Trading, Hugh McKay, Kingsmead, Manx Tompkinson, Penthouse Carpets, The Real Shetland Company, Ulster Carpets, Victoria and Wessex, along with FLOOR_STORY, and their luxury rug designs.

While wool carpets and rugs can take lots of heavy wear and are known to look better for longer, wool is ideal for beds, pillow, duvet and blankets.

Wool toys hand-made in London by cdbdi.co.uk

Wool has hypoallergenic and anti-bacterial properties, thus makes the air that we breathe cleaner and better, and it is ideal choice for childrenswear and children's blankets and even for stuffed toys.

Wool Pots, along with Ocean Sheep wool rope, were
Winners of the 2022 Wool Innovation Awards.

Among the latest applications of  wool is using it for creating plant pots. According to founders of Wool-Pots.co.uk, Wool Pots offer a biodegradable, environmentally friendly and sustainable alternative to plastic plant pots, and will help reduce the amount of single use plastic in horticulture.  Manufactured in the UK and Egypt, the end use of Wool Pots mean wastage is minimal.  

The product was created to help farmers reduce the vast amount of unwanted wool and help save the planet.

According to the founders, Wool Pots have been created after they discovered that some 500 million plastic plant pots were reportedly being sent to landfill in the UK every year.  Meanwhile British farmers, in despair, are burning their wool because they have no viable market for their fleeces.  With these two challenges in mind Wool Pots have been created as a viable alternative to plastic pots and a huge benefit to the planet.

"We have friends who farm sheep and it gives us huge pride to continue the British tradition of product innovation and creativity to help them create a new market for their wool, said founder Graham.  "Our Egyptian factory plants two trees for every order under their 'buy one get one tree' re-greening the desert initiative and our Scottish factory reduces transport miles for UK orders and promotes British manufacturing.

For more information about the Wool Month and Campaign for Wool, click HERE.

Photos at Wool Month flagship event © Lucia Carpio 2022