The traditional model for buying wool worldwide undermines the sustainability of wool production and limits the potential of garments made from this extraordinary natural resource.
We’re changing that.
Since 2018, we have purchased wool directly from wool growers through our sourcing model ‘Sheep to Shop’.
A new, better model: Partnerships with wool growers
To secure the future of natural fibres, we are changing the model for wool sourcing. We need a transparent, sustainable system that benefits wool growers, consumers, and the planet.
For generations, the wool industry has been driven by auctions. Price, not necessarily quality, have dictated the market. With this, wool growers face unpredictable income, while their high-quality fibre is often blended with lower-grade fibres to meet cost demands.
Our Sheep to Shop direct sourcing model removes unnecessary intermediaries and ensure direct partnerships with Merino wool growers.
It works:
- Uncompromising quality – No blending, no dilution - only the best fibres make it into our garments.
- Fair, stable pricing – Multi-year contracts give wool growers financial security and reward fibre excellence.
- Sustainability at the source – We know exactly who we work with. Our wool growers are selected for their commitment to quality, both in the wool they produce and the way they care for their land and animals.
Why this matters
Wool is facing two major threats:
- The rise of synthetics – Wool accounts for just 0.9% of global fibre production. Fast-fashion synthetics, produced from fossil fuels, dominate the market, driving wool to compete on price rather than quality.
- The auction system – Traditional wool pricing is unpredictable. Wool growers have no control over fluctuating prices, and high-quality wool is often blended with lower-grade fibres to hit a price point. This makes it difficult to maintain the consistent quality and performance expected in the final garment.
Most wool garments today are made from blended fibres. As one wool grower put it, 'It’s like mixing cheap spirits into a premium whisky to make it drinkable.' It serves its purpose, but it’s not the real thing.
As an industry, we can’t afford to continue down this path. At Devold, we’re committed to showing there’s a better way.
Upping the transparency
Consumers want to and deserve to know where their clothes come from. With Sheep to Shop, Devold ensures full traceability:
- If over 60% of the wool in a garment comes from a single farm, the wool grower’s name is featured on the garment’s hangtag.
- Every batch of wool is fully documented, so we know exactly where it was sourced and how it was processed.
The hangtag on every Devold garment tells the story of a wool grower dedicated to excellence.
Together, we’re changing the wool game.
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