‘Wool Matters’ explores the role of wool as the weaving thread between people, animals, and land, seeking alternative values for local wool that foster care and humility towards nature.
Define the problem/need you are solving or addressing with your project. How does it address the Open Call criteria, such as environmental impact, social engagement, circularity, user experience, resource efficiency, and community-driven solutions?
Wool has transitioned from a gift from sheep to a global industry that exploits animals and land, often favoring anthropocentric views and unsustainable living patterns. Annually, around 80% of European wool is discarded, with wool graded and priced based on thickness, which supports intensive merino sheep farming, leaving coarser and colored wool produced by other breeds marginalized. This practice threatens the survival of native sheep breeds, the livelihoods of shepherds, and the maintenance of landscapes. By focusing on the 1.5 million kilos of wool produced by sheep in the Netherlands, the project fosters discussions about the challenges and possibilities of re-establishing local production and consumption networks, supported by grassroots initiatives aimed at reintegrating local wool into circulation.
Please describe your project, reflecting on the concept, inspiration, materials, technical aspects, methods and process(es).
Framed by a post-humanistic approach, “Wool Matters” examines wool to understand the symbiotic relationships between people, animals, and land. The designer traveled across the Netherlands engaging with various stakeholders in the local wool landscape—farmers and craft communities—to collect their insights and document their environments. This mapping of the wool journey was compiled into a book, serving as a visual and tactile exploration of the field, catalyzing reflection and demonstrating that not all wool is tied to exploitative practices. Inspired by participatory design methods, local citizens participated in creating a woolen blanket, symbolizing a meeting point for all actors in the landscape and representing an ideal final stage for wool. This endeavor shows the diversity and potential of wool beyond its conventional industrial associations, fostering connections in the wool ecosystem while celebrating its value.
What do you think makes your project innovative compared to the existing efforts and ideas in the field it addresses?
“Wool Matters” innovatively uncovers alternative values for local wool that connect people to their landscapes without being profit-driven. Rather than focusing solely on product applications, the project emphasizes amplifying the voices of human and nonhuman actors within the wool ecosystem, transforming consumers into active citizens. This shift fosters increased material literacy and awareness, highlighting wool’s intrinsic worth not merely as a resource but as a conduit for dialogue about sustainability, intensive farming, overproduction, and fossil fuel reliance. The outcomes emphasize the importance of craft and local community-driven initiatives, aiming to redefine our relationship with nature. Additionally, the project explores the designer’s role as a systemic change maker, illustrating how designers can collaborate with local communities as facilitators and communicators, thereby reshaping societal structures around consumption and production.
Does it impact or reflect young people need(s) and how?
Yes, the project’s emphasis on local wool awareness and material literacy supports the shift towards sustainable lifestyles among young people. Understanding the origins, processing methods, and impacts of consumer choices empowers individuals to make informed decisions that are better for the environment. “Wool Matters” aims to redefine the relationship with wool through eco-conscious education, inspiring youth to engage with the more-than-human world and to acknowledge the loss of material and cultural heritage. Furthermore, it invites young people to consider the wider implications of their consumption and production habits surrounding this ancient material. By emphasizing local wool, the project contributes to reducing reliance on fossil-fuel-based materials, ensuring the biodegradability of textiles, and promoting biodiversity while fostering connections to local landscapes and resources. This holistic approach resonates with the values of younger generations and enhances their awareness and responsiveness toward environmental and cultural sustainability.
