The Innovator | The Woolmark Company

This animated video traces the evolution of clothing and its uses through various historical and modern settings. It features stylized, anthropomorphic characters interacting with sheep and engaging in activities from cave painting to modern fitness classes. The video culminates with the tagline 'Wool: Naturally Innovative. Time after Time.'

A new short film produced by The Woolmark Company in collaboration with design-driven production company Buck highlights the timelessness and versatility of wool. Titled The Innovator - after one of the main characters - this animated film journeys through the ages and offers a unique view on how wool has been used - and continues - to clothe man. The film begs the questions: who is the real innovator: is it man who has found use for wool, or is wool the hero as it continues to get better over time with its natural inherent properties?