The 90-Day Wool Habit is a new campaign celebrating British wool, craftsmanship and making more of the clothes we own. From 1 October 2026, Little Beau Sheep founder Sarah Turner will wear one bespoke British wool dress every day for 90 days, challenging perceptions of wool and exploring what happens when we wear more, wash less and care properly for the clothes we choose.
Why?
For centuries, wool was simply part of everyday life. It kept us warm, lasted for years and could cope with whatever the British weather threw at it.
Today, despite its remarkable performance, many people think of wool as difficult to care for, uncomfortable to wear or something reserved only for winter. I believe it’s time to challenge those assumptions.
By wearing one beautifully crafted British wool dress every day for 90 days, I want to put wool’s natural breathability, odour resistance, versatility and easy-care credentials to the test, and explore what happens when we wear one garment more, wash it less and really look after it.
But this project is about more than one dress. It’s about celebrating British wool, the people who grow it, the craftspeople who transform it and the independent businesses creating beautiful products designed to last.
Meet the Dress
At the heart of the challenge is a bespoke navy herringbone dress, made from 100% traceable British wool and created through a remarkable Yorkshire supply chain.
Designed to be timeless rather than trend-led, it’s a simple sleeveless shift made to work across real life — from running a business and media interviews to dog walks, industry events and evenings out.
For 90 days, I’ll style the same dress in countless different ways, putting its versatility, comfort and durability to the test and discovering just how much life we can expect from one beautifully made garment.
From British wool to finished dress
The wool at the heart of the dress has a story of its own:
Wool – British Bluefaced Leicester and Masham wool, traceable back to British farms
Yarn – Laxtons Sheepsoft, spun in Yorkshire from 100% British wool
Fabric – Woven by Marton Mills in Otley, West Yorkshire
Tailoring – Made by Norton & Townsend Tailors in Ilkley, West Yorkshire
From British farms to Yorkshire spinner, mill and tailor, the wool travels through a wonderfully local and traceable supply chain before becoming the dress I’ll live in for the next 90 days.
Styling – The dress and its 90-day wardrobe have been styled with the help of Anna Mewes, Personal Stylist, Yorkshire.
Meet the 90 Day Wool Habit Collective
The 90-Day Wool Habit has brought together a growing collective of British brands, makers and independent businesses who share a belief in quality, craftsmanship and making more of the things we choose to own.
Throughout the 90 days, their pieces will help me style one British wool dress for work, dog walks, events, travel, evenings out and everyday life — exploring just how many different looks can be created around one hard-working garment.
Some are fellow champions of British wool. Others bring beautiful, well-made clothing and accessories into the mix. Together, they’ll help show that wearing the same dress every day certainly doesn’t have to mean looking the same every day.
Featured in the challenge
The following collaborations have already been confirmed, with further details to be revealed before launch.
The Collective will continue to evolve throughout the 90 days, with new stories, collaborations and styling ideas shared along the way.
Are you a British brand, maker or organisation with an idea that could add something meaningful to the 90-Day Wool Habit? I’d still love to hear from you.
→ Explore collaboration opportunities
Join the Journey
The 90-Day Wool Habit officially begins on 1 October 2026, but the story has already started.
For 90 days, I’ll be documenting what it’s really like to wear the same British wool dress every day. How I style it, how often it needs washing, how I care for it, how the fabric changes with wear and whether one dress really can cope with everything everyday life throws at it.
Each week I’ll share 7 days, 1 dress: seven different outfits alongside the highs, the lows, wool discoveries and the things I learn along the way.
Follow the experiment and discover what 90 days with one British wool dress can teach us about wearing more, washing less and making our clothes last.
Join the journey and be part of the story from the very beginning.
Get Involved
The 90-Day Wool Habit is about starting conversations about British wool, how our clothes are made, how we care for them and what it really means to buy less and wear more.
If you’re a journalist, broadcaster, podcaster, retailer, wool industry organisation or event organiser and would like to tell the story, arrange an interview or invite me to speak, I’d love to hear from you. – email Sarah
The challenge will also shine a spotlight on the incredible British businesses, mills, designers and makers working with wool today. Together, let’s show that one small habit really can make a big difference.
