The head of a global campaign for wool believes the movement is gaining traction as it looks to launch in New Zealand next month.
Campaign for Wool chair John Thorley says a five-year international campaign which began in Britain last September, aims to increase the profile and demand for Australian, British and New Zealand fleece.
New Zealand, through the Council of Wool Interests, is contributing about $250,000 to the campaign, which has Prince Charles as patron.
It's being launched here on 10 June.
Mr Thorley says New Zealand's involvement is important in lifting the profile, and profitability, of wool and the campaign has already reached more than 160 million people.