John Lewis is selling eco-friendly mattresses made using 100% traceable and sustainable wool from British Waitrose farmers.
Designed to prevent unnecessary waste and reestablish wool as a sought-after commodity, the new partnership is the first time the retailer will work together with Waitrose's long-serving sheep farmers. As well as providing a luxurious product, they hope to restore Britain wool's status and put an end to wastage.
According to their research, farmers are struggling to find buyers for their wool amid a tough market, often resulting in the material being burned or buried. With wool being under-utilised for decades, the price now paid doesn't cover shearing or transportation costs.
"Wool used to sustain entire economies but it has declined in value so dramatically that British farmers are now in some cases having to dump it," Jake Pickering, Senior Agriculture Manager at Waitrose, says.
"We are in a fortunate position in running a Partnership that operates both a supermarket and a home department store, so we saw an opportunity to make a difference to our farmers and the environment by ensuring the quality wool they're producing is not wasted. We hope that in doing this, we will raise awareness of this issue and restore British wool's status as the highly valued and high quality British commodity it used to be."
John Lewis found that two-thirds (66%) of shoppers claim to be unaware that farmers have to burn their wool, while over half (52%) explained they would be happy to pay more for products that use British wool.
This new partnership hopes to drive demand for British wool and raise its value for the benefit of sheep farmers all around the UK.
One of the farmers involved in the initiative, Patrick Loxdale, says how he hopes it will help the current market. "The wool market has been tough for a long time and now, with exports to China halted because of the pandemic, it's even tougher.
"My hope is this initiative will kickstart a resurgence in interest in British wool. We've been farming in Aberystwyth for 250 years and if I have anything to do about it, we'll be farming here for another 250 years."
The John Lewis Classic wool mattress range starts from £599 and the Hypnos Luxury HandmadeCollection starts from £899.
12 best silk pillowcases for your best sleep yet
We've got our eye on this blush pink pillowcase, which has been crafted from 100% silk. Made with hypoallergenic properties, it has been designed to retain moisture in the skin.
Made from 19 Momme Charmeuse Silk, this teal silk pillowcase has a hidden zipper and 400 thread count. Designed to keep your hair in place while you sleep, it's an incredibly luxurious style to get your hands on.
READ MORE: 10 best eco-friendly linen bedding sets
John Lewis & Partners The Ultimate Collection Silk Standard Pillowcase, Mint
As part of John Lewis' ultimate silk collection, this sumptuous pillowcase is blissfully smooth and naturally breathable. Choose from a range of colours, including mint green, pale pink, grey and baby blue.
Audley Pure Silk Oxford Pillowcase with Border - Single
Give your bedroom that five-star feel with this luxurious 100% mulberry silk pillowcase. A sumptuous addition to any space, each pillowcase has an extra border beyond the seamed edge.
Spruce up your space with this classic white silk pillowcase. With a rectangular shape to suit most beds, it's a must-have for every home.
Make a statement with this marble-effect silk pillowcase. Slightly more expensive at £85, it has been made using the highest quality mulberry silk. Complete the look in your bedroom with this silk eye mask. Sweet dreams here we come...
John Lewis & Partners The Ultimate Collection Silk Standard Pillowcase, Leopard Black
We love this leopard print silk pillowcase, which is the ultimate head-turner. Both hypoallergenic and breathable, it's perfect for anyone who doesn't sleep well.
Go grey in your bedroom with this seriously smart silk pillowcase. Made from 100% mulberry silk, it's the perfect fit for standard pillows.
Looking for a plain white silk pillowcase? Well, this gorgeous style from Sheridan Australia ticks all the right boxes. Crafted in soft, lustrous silk, it's perfect for a decadent sleeping experience.
Snooze soundly with this white silk pillowcase from Harrods. Crafted from the highest grade pure mulberry silk, this bedtime essential is gentle on your hair and is designed to reduce tugging.
In a vibrant plum hue, this gorgeous silk pillowcase hits the spot. Made from 100% mulberry silk, it can also be easily cleaned in the washing machine after use.
Lisa Joyner is the Deputy Daily Editor at House Beautiful UK and Country Living UK, where she's busy writing about home and interiors, gardening, dog breeds, pets, health and wellbeing, countryside news, small space inspiration, and the hottest properties on the market. Previously, she has written for Conde Nast Traveller, House & Garden and Marie Claire magazine. Lisa studied at University For The Creative Arts, where she completed a BA in Fashion Journalism.
