Sheep graze on Savile Row

LONDON, ENGLAND, UNITED KINGDOM (REUTERS) – These sheep being herded into central London have our attention…

And that’s exactly what the folks behind Britain’s National Wool Week are hoping for.

They’ve transformed London’s iconic Savile Row into a grazing meadow to celebrate the renewed success of wool farmers since the campaign launched six years ago.

Nicholas Coleridge, Chairman of the Campaign for Wool,

“The price of wool has very nearly doubled from that disastrous period, farmers are no longer leaving the industry and, more to the point, people really value wool in a way which they didn’t which is why all the cool designers and decorators are using wool.”

Tweeds and plaids are everywhere this season ..

And campaign organizers hope consumers feel good about making a sustainable and eco-friendly choice.