Tying the knot between wool and waves: Twool is leading the way
The Drive team has enjoyed working with sustainable Dartmoor-based client Twool since it was founded. In that time, we’ve created all manner of clever product packaging, point of sale, marketing assets and websites for Twool’s sustainable British wool product range. We’ve seen sustainable woolly bags in Waitrose (also featured in Vogue), woolly dog leads and flat caps hanging in National Park Visitor Centres, a collaboration with the National Trust, and of course the Twool garden twine and tree ties on sale in garden centres.
An all-new product
Twool has always been a trend-setter, innovating in the wool industry to create more sustainable, bio-degradable and environmentally-friendly alternatives to everyday items. In 2024, Twool yet again innovated and diversified their product range with Twool garden nets…
Award-winning
As a garden net for plants or crops, this is the first plastic-free garden netting of its kind to be made from renewable British wool. Twool presented the business case to the Guild of The Worshipful Company of Woolmen at the Innovation in Wool Awards, subsequently winning an award to develop and market the Twool sustainable wool net.
Success at RHS Chelsea Flower Show
The innovation in manufacturing the garden net alone was no mean feat, and saw it garnering Finalist at the RHS Chelsea Flower Show 2024, as well as a Special Commendation for Chelsea Sustainable Product of the Year.
Innovate UK – Saving the seas
A garden net sounds simple enough, but its uses are deceptively wide-ranging – reducing plastic usage and lowering our carbon footprint doesn’t end in our gardens. Through funding from Innovate UK, Twool has also been working closely with Queens University Belfast on experiments for growing and harvesting sea kelp on Twool.
The project investigates the efficacy of ‘more sustainable’ natural substrata for seeding and farming kelp species, aiming to reduce the industry’s current reliance on synthetic twine and ropes.
“Gardening the ocean is just as important for sustainability in the wider environment. Working collaboratively across various ecosystems will benefit the wider environment for everybody.”
Top dog at Crufts 2025
At Crufts 2025 Twool won the Sustainable Exhibitor Award for their canine-related products – dog leads, classic flat caps, and more. Well-deserved recognition for their hard work, ingenuity and sustainable product development.
From strength to strength
While the innovation and vision is spear-headed by the hardworking founders at Twool – with Drive providing design, sustainable packaging solutions and digital support – we’re immensely proud of the great strides Twool has made in providing more ethical product alternatives, supporting British manufacturing and farming, garnering national recognition and now even working to improve our oceans.