A YORKSHIRE entrepreneur is set to wear the same wool dress every day for 90 days to promote sustainable fashion and challenge the fast fashion industry.
Sarah Turner, founder of Ilkley-based Little Beau Sheep, will launch The 90 Day Wool Habit to highlight the durability and practicality of natural fibres.
Beginning on October 1 to coincide with the start of Wool Month, the challenge will see Ms Turner wear a single navy wool dress through all aspects of her daily life, including work, travel, family time, and social events.
Ms Turner said: "One dress can’t solve the problems of fast fashion, but it can start a conversation about how to fight back against the disposable culture created by fast fashion and start using the garments we own.
"I want to put this dress through its paces to prove that natural British fibres like wool offer durability, versatility and a sustainable option for shoppers looking to make lasting clothing choices."
The campaign aims to prove that a wardrobe built on a few high-quality, long-lasting items can be both practical and sustainable.
It comes amid growing concern about rising clothing waste.
Research from British Wool shows the average Briton now throws away 192 garments each year—around 16 items a month.
This marks a 65 per cent increase from 2023, when the average was 116 items, and a dramatic rise from 72 in 2022.
Despite this, 85 per cent of consumers say they consider fabric composition before buying clothes, and 46 per cent prefer to purchase fewer, higher-quality items.
Sarah Turner, founder of Ilkley-based Little Beau Sheep, will launch The 90 Day Wool Habit to highlight the durability and practicality of natural fibres (Image: An Open Book Photography)
Louisa Knapp, textile expert at British Wool, said: "Discarding 16 items of clothing every month, or 192 garments a year, is a striking figure and shows just how far the way we consume clothing has shifted—and how difficult it can be for people to act on their good intentions.
"Natural fibres such as British wool have been valued for generations for their durability and ability to be worn and enjoyed for many years—decades rather than seasons.
"A good quality wool garment can become something that stays in a wardrobe for years; we look forward to cheering Sarah on as she demonstrates this through her challenge."
Ms Turner’s dress is made from 100 per cent British wool, spun in Yorkshire by Laxtons into Sheepsoft yarn, woven by Marton Mills in Otley, and tailored by Norton & Townsend Tailors in Ilkley.
The challenge can be followed via this LINK.