Once known as the fibre of folk, wool clothed the nation and paid the rent. In the 1600s, it supported around 75% of England’s population. Now it's sidelined, buried under a mountain of fast fashion and polyester or burnt in fields by farmers who lose money on getting their sheep sheared.

In the space of a few centuries, British wool went from the pride of the land to a punchline dismissed as "only good for carpets" by the Development Director of Mother of Pearl the brand behind the celebrated "Fashion Reimagined" documentary. Meanwhile, synthetic fibres, new or recycled, churn out microplastics, and cotton guzzles water like there's no tomorrow.

At Waeve we're asking what if wool isn’t the problem? What if we are? And so, we are digging deep into the forgotten value of British wool, not just as a material, but as a system. One that once built towns, kept families fed, and wrapped generations in warmth. We’re asking: what would it take to bring that back in a way that works for today?

It starts with reconnecting to land, skill, and local supply chains that don’t stretch across oceans. It means rethinking what we wear, how it’s made, and who benefits from the process. Its looking at the inherent properties of wool as a fibre and asking "how can it be used today".

Its isnt romanticising the past but testing in a very real way, if British wool can be spun into the future of fashion, or home wear, or life in a way that' goes on to make these industries local, low-impact, and rooted in place.