The Yarn

digital@wool.com

For verified host and producer emails, sign up to view.

Booking Overview

The Yarn is a luxury-fibre supply-chain show about wool, featuring leaders across growing, manufacturing, design, and marketing. It’s a strong booking target for PR teams working with agribusiness, sustainable materials, and global consumer brands looking to explain how wool reaches customers.

Metrics

Episodes: 286

Frequency: Irregular

Rating: 4.7/5.0

Estimated listeners: <1k

Gender skew: Neutral

Location: Australia

YouTube: 4.6k subscribers

Instagram: 8.8k followers

Contact Information

digital@wool.com

For verified host and producer emails, sign up to view.

Booking Intelligence

Booking Requirements

medium
Typical Credentials:  
Executive or senior leadership roles spanning wool growing (woolgrowers), wool research/marketing organizations (e.g., Woolmark/AWI), and brand/category leaders in apparel and fashion tied to wool supply chains.
Required Achievements:  
Leadership roles in wool industry organizations, Responsible for demand creation/marketing strategy for wool brands, CEO-level experience in premium consumer or agricultural sectors, Direct involvement in Woolmark/Merino or major campaign partnerships

Recent Guest Discussions

Jim Gall - Wool Optimism; Wool Promotion Via The Woolmark/merino Wool Campaign; Natural Fibre Celebration; Woolgrower-to-retail Context

Laura Armstrong - Wool Marketing; Demand Creation In A Digital Marketplace; Influencers And Social Media; Wool Brand Promotion Strategy

Bryan Fry - Strategy For Driving Demand For Premium Australian Wool; Research/development And Marketing Priorities; Productive Gains On Farm For Woolgrowers

Recent Topics

Wool, Supply Chain, Sustainability, Fashion, Agriculture

Episodes

Here's the recent few episodes on
The Yarn
:

RB Sellars celebrates wool

July 01, 2026

"Built for work, worn for life" is the RB Sellars motto and a perfect fit for the Merino wool campaign with Woolmark. RB Sellars CEO and woolgrower Jim Gall speaks about his optimism for wool and the celebration of our natural fibre as part their popular clothing range.

Wool marketing 101

May 18, 2026

Opinions about how to market the world’s greatest natural fibre are not hard to find, however listening to the person actually in charge in very enlightening. Laura Armstrong the Head of Demand Creation at Australian Wool Innovation/Woolmark explains how wool is promoted in an age of the digital marketplace, influencers and social media.

AWI’s new CEO Bryan Fry

April 30, 2026

The research, development and marketing body for Australian wool has a new Chief Executive Officer. Brian Fry has great experience in marketing premium Australian produce and is looking forward to driving demand for our premium natural fibre together with finding productive gains on farm for the woolgrowers that fund AWI/Woolmark.

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