"Michael told us that homosexuality is also common in animals. That was the creative spark from which Rainbow Wool was born. We are literally creating a fashion statement - it's about bringing together a community of talented people and making the world - and Michael's world - a little bit better through creativity."
1,3 b
impressions in 33 countries
20 m
of Euros in earned media
1,1 m
more social engagements
Overview
Rainbow Wool combines fashion with social activism: fair-trade fashion with a clear message is created from the wool of gay sheep that have been rescued from slaughterhouses. In collaboration with shepherd Michael Stücke, the animals are given a safe home, and their wool becomes a symbol of acceptance and diversity. The collection has been promoted across Germany through social media, fashion magazines, and campaigns, with the support of Bill Kaulitz. All proceeds go to LSVD+ – Association for Queer Diversity, which supports LGBTQIA+ projects worldwide.
Challenge
Fashion with purpose
Did you know around one in twelve sheep is gay? Unfortunately, since they don’t reproduce, these rams are often slaughtered - but not on our farm! Meet Michael Stücke, a gay German farmer and proud member of the German GayFarmer association. With wool prices at an all-time low, we found a way to create a new revenue stream for Stücke’s sheep farm and help gay sheep and gay people at the same time.
Solution
Wool from happy sheep supporting queer rights
Introducing Rainbow Wool - the world’s first gay textile thread for queer rights worldwide. We rescued and relocated gay rams to Stücke’s sheep farm, a safe haven where they can live, love, and grow their wool. This wool is transformed into high-quality thread, turned into fashion, and promoted via social media, fashion magazines, OOH, and activities across Germany. We launched it with the help of German queer icon and Tokio Hotel frontman Bill Kaulitz.
Provided services
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Wool for diversity
Andy Wyeth
Serviceplan
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Andy Wyeth
Serviceplan
Let's get in touch!