London's Savile Row was turned into a sheep field today, to highlight The Campaign For Wool; a coalition of industry groups convened by HRH The Prince of Wales to educate consumers about the benefits of wool.

As the sheep grazed, the Row's famous tailoring houses held events where the public could find out more about the natural, sustainable qualities of wool.

Douglas Cordeaux, Managing Director of West Country woollen mill Fox Brothers, one of the organisations behind the promotion said: "We have a collective responsibility to champion this versatile, sustainable and natural fibre, the production of which involves far lower carbon emissions than man‐made alternatives. We need to support farmers who are the custodians of our rural landscape and truly value the qualities of this wonderful resource, which is used to weave the finest luxury cloth you can buy."

John Thorley of the Campaign for Wool said: 'I'd like to see wool re-established as a fibre of consequence where workers get paid properly and people recognise that this animal is useful to the farming sector in a multitude of ways.'

For more information, see www.campaignforwool.org and www.savilerowfieldday.com

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