why wool? and how to care for it.


October is not only the start of Autumn, but also when we come together as an industry to celebrate the Campaign For Wool endeavour with the annual Wool Month. The Campaign for Wool, who’s patron is the former Prince of Wales, was launched in 2010 to educate consumers about the many benefits of wool and to help grow the wool industry here in the UK and around the world. The organisation is run by a coalition of industry groups, brought together by His Majesty King Charles III, when he was Prince of Wales. The aim is to engage consumers through fashion, interiors, artisan and design lead activities centering around Wool Month each October. As a brand we love to use pure, natural fibres of the highest quality to create authentic garments which feel amazing to wear, look great and are made to last a lifetime. As strong advocates of the Campaign For Wool and recognising our commitment to our own wide-ranging use of wool within our collections, we are shining a spotlight on the natural benefits of wool and how to care for your knitwear to maximise its long life. 

Our knitwear range takes precedence during the Autumn and Winter months and is integral to our brand’s ethos of Better is Greater Than More. We celebrate wool, with its unique inherent natural, renewable and biodegradable attributes in the hope of raising awareness amongst our customers. In line with this we pay particular attention to heritage British knit patterns, stitches and yarns. We have introduced fair isle and paisley patterns to sit alongside the fisherman rib, the Shetland wool crew and the classic shawl collar cardigan. We’ve also added a refined cashmere and ultra-fine merino blend collection to further extend the versatility of our knitwear range. We make our limited-edition knitwear with William Lockie in Scotland, where they have been knitting garments since 1874. The quality of these pieces is so superior you can feel it with every wear. All of our knitted accessories are produced in the UK by makers with decades of experience. Educating ourselves in how to care for our knitwear once we have it at home becomes all the more important when it’s pieces that are so special. 


As a brand with our ethos of making timeless, high-quality clothing that won’t date or deteriorate, we are particularly passionate about prolonging the life of our clothing after it’s been bought by you. Many of us will be bringing our cherished knitwear pieces out of storage to enjoy wearing them for another season around about now and might need some help or advice on how to breathe life back into them. So, we have partnered with Clothes Doctor to offer you the ultimate wool care guide, with expert tips on how to wash and dry your Aubin knits.