THE CLEAN SLEEP REPORT
SUPPORTING SUSTAINABLE BRITISH SOURCING
A COMMITMENT TO HELPING BRITONS
ACHIEVE BETTER SLEEP, NATURALLY
T R A C EABLE BRITISH
W OOL G R O WER S
Chris Tattersall, Sleep Environment Expert and Managing Director of Woolroom
DO YOU KNOW WHERE
YOUR SLEEP COMES FROM...?
“At Woolroom we are dedicated to helping the
nation achieve a good quality, natural, night’s
sleep, a vital component for health and wellbeing.
As part of this commitment we launched
Clean Sleep with the intention of raising
awareness about the holistic sleep environment
– the significance of what surrounds us when we
sleep and the impact it has on ensuring a good
As we continue to face unprecedented times,
more than ever getting the best night's sleep is
vital. What emerged from the current pandemic
was the increased positive sentiment around a
good night's sleep and the fundamental benefits
it has on our wellbeing.
To emphasise the significance, we have
conducted new research with YouGov* to
establish how sleep deprivation affects our
wellbeing and daily frame of mind, and identified
the levels of association with what we sleep in
and under, to ensure a good night’s Clean Sleep.
Discover the research findings on page 10.
We also believe that knowing where the products
you buy come from gives everyone the assurance
of best practice, which is why we are delighted to
announce a new partnership with Woolkeepers
to champion traceability and sustainability.
We are proud to be the only bedding creators
partnered directly with Woolkeepers.
Our customers can enjoy a better night’s
Clean Sleep - not only through the natural
benefits of wool bedding, now also with a clean
conscience, assured of the sustainability of their
wool bedding. They can also click to see the farm
where it was produced and read more about the
people taking the utmost care for the sheep.”
The Coronavirus crisis has had an unfortunate
impact on the value of British wool. Through
this partnership with Woolkeepers, we are
also dedicated to supporting UK farmers by
taking the conscious decision to maintain our
commitment to purchasing wool at the prepandemic
market value price.
* YouGov survey - Total sample size 2010 adults.
Fieldwork was undertaken between 31st October
- 1st November 2019. The survey was carried out online.
The figures have been weighted and are representative
of all GB adults (aged 18+).
“ Offering complete transparency along the
supply chain by working with Woolkeepers
breaks down the metaphorical fences between
the farm gate and shop front, allowing customers
to follow the journey of their wool purchases.
- Chris Tattersall, Sleep Environment Expert and Managing Director of Woolroom
ANNOUNCING THE UK’S FIRST
FULLY TRACEABLE BEDDING
Woolroom is delighted to announce a new
partnership with Woolkeepers to launch
the UK’s first traceable wool sourcing model,
allowing customers visibility of the sheep that
produced the wool to help them sleep.
Woolkeepers is a community of likeminded
British sheep farmers, dedicated to a sustainable
approach towards wool. Collectively, they
established an environmental framework that
underpins the sustainable practices at each
stage of supply and production. A new wool
sourcing model has also been developed to
record the traceable movement of materials –
enabling customers to follow the journey of the
wool from farm gate to their hands.
The partnership celebrates the long-standing
relationship between Woolroom, the UK’s
leading wool bedding retailer, and British sheep.
Woolroom was created to champion responsibly
sourced wool and produce superior quality
products for the bedroom, and this partnership
brings this mission to life.
At a time when the nation’s awareness
of the environmental impacts of waste,
mass production and demand for sustainable
alternatives is ever-increasing, opening up
complete transparency along the supply chain
is a real step forward in the homeware industry.
The partnership means Woolroom is able to
demonstrate with utmost confidence that the
wool blends used are not only of the finest
quality, but a completely sustainable product
traceable back to its origins.
Initially customers will be able to trace products
back to the source in the organic Luxury range
by scanning QR codes on product tags. The plan
is to have similar tags on all Deluxe and Luxury
products by July 2020.
Initially launching traceability across the Luxury
organic collection in March, in response to the
pandemic and customer needs, Woolroom
accelerated production to introduce traceable
wool in the Deluxe and Classic ranges earlier
than planned. The
new Woolroom Kids
will also launch with
traceable wool to
help promote clean
sleep from babies
to early teens.
This step on in
can benefit from
the best night's
clean sleep and
rest easy knowing
where their bedding
is sourced from.
Tag with QR code
WHO ARE THE WOOLKEEPERS ?
THE ERA OF
“ We fully embrace the method of organic sustainable farming, ensuring we
meet the requirements of farm assurance to ensure good health of the sheep
and production of quality wool. We manage the environment in a sensitive,
sustainable manner, striving for best organic farming practice and highest
animal welfare standards.
- Jim Duffose, Group 009 Organic Farmer
Each of the 600 farmers that form part of
Woolkeepers are required to verify animal
welfare by adhering to The Five Freedoms,
recognising that consciously investing in the
flock produces a superior wool fibre.
The Five Freedoms:
1. Freedom from hunger and thirst
2. Freedom from discomfort
3. Freedom from pain, injury, or disease
4. Freedom to express normal behaviour
5. Freedom from fear and distress
The UK produces smaller flock sizes,
so to ensure commercial quantities can
be produced without compromising on
quality, farmers are grouped together by
fibre substance, breed, animal welfare
perspective, farm and land assurance
to produce a unique wool blend.
Each group is assigned a number; every
blend is identifiable by the above traits and
farm location which is then traceable back to
show which flock has grown the wool.
The main blend used by Woolroom in their Luxury
range is from Group 009 with farmers Jim and
Hugh producing wool of the highest quality from
their flock of organic Poll Dorset sheep.
Jim Duffose - one of Woolroom’s
suppliers from Traceability Group 009
THE RIGHT WOOL BLENDS ETHICALLY
SOURCED FROM THE RIGHT SHEEP, IN
THE RIGHT WAY…
SLEEP AND WELLBEING
95% of people identified a good
night’s sleep as being important
to their general mood
As a nation we’re obsessed with sleep -
whether we’re getting enough, whether
we’re getting too much and even if the sleep
we are getting is the right quality.
Research conducted by Mentalhealth.org.uk
(Sleep Matters: the Impact of Sleep on Health and
Wellbeing, 2011) highlights sleep as being as
vital to mental health as eating, drinking and
breathing. With this increasing awareness
comes increased messaging from a crowded
market about ways and products that will
help to get a better night’s sleep; the answer
is as simple as reviewing your overall sleep
environment and what you sleep in and under.
Ultimately, the technique to getting a good
night’s sleep is by maintaining the perfect
body temperature, including moisture
management, and reducing any possible
allergens, factors which are often the most
common causes behind unsettled and
Woolroom worked with YouGov to
commission this survey to establish the
impact a bad night’s rest can have on a
person’s wellbeing and direct behaviour. An
outstanding 95% of people identified a good
night's sleep as important to their general
mood, while 30% said they feel more anxious
after a bad night’s sleep.
The findings looks at the nation’s views on
sleep, and the correlation between Clean
Sleep and wool bedding.
FRIENDS & FAMILY
How Important is Sleep to Wellbeing?
We asked respondents what they considered to be the most important consideration to their
general wellbeing and 27% of people ranked a good night’s sleep as the priority. The most
popular answer was ‘family’ which received 32% of responses. Other responses included ‘work/
life balance’ (11%), ‘exercise’ (10%) and ‘diet’ (8%).
There is a clear link between sleep and the quality of our wellbeing. A good night’s sleep can
improve our mood and productivity, whereas a bad night’s sleep impacts our energy, stress and
anxiety levels, and the way we behave towards others.
Ensuring people are educated about the relationship between a good night’s sleep and positive
mental health is something that emerged as a real priority following the survey’s findings.
Interestingly, we discovered that 95% of people understand the impact of a good night’s sleep
on their mood, yet only 27% consider it the most important aspect of their wellbeing!
Prioritising your own sleep environment and
understanding its uniqueness and importance
in ensuring a good night’s sleep is what the
Clean Sleep campaign is all about.
WAKEY, WAKEY, RISE AND...?
BETTER SLEEP, NATURALLY
We asked people how their behaviour
changes after a bad night’s sleep:
Similarly, we asked how others perceived
them after a bad night’s sleep:
of respondents felt
lethargic the next day.
49% felt people
asked felt stressed
side effect, with 43%
badly the night before
became present with
A GOOD NIGHT’S
SLEEP - THE STATS
27% of people consider a good night’s
sleep the most important factor to their
95% of people identified a good night
sleep as important to their general
95% of respondents consider having a
good body temperature (not being too
hot or too cold) important to getting a
good night’s sleep.
Almost half of those
after sleeping poorly.
Agitation is a common
feeling it the next day.
Over a quarter of the
17% felt that sleeping
made them feel sad.
An aggressive nature
16% of the respondents.
perceived to be less
Only 15% of respondents believed nobody
had ever noticed a difference in their
A BAD NIGHT’S
SLEEP - THE STATS
30% of respondents feel more
anxious after a bad night’s sleep.
46% of people think their
friends find them more irritable
after a bad sleep.
66% described feeling
“lethargic” as the most common
side-effect of a bad night’s sleep.
60% of those asked feel
they underperform at work,
university, everyday tasks etc.
34% felt they were
sociable than usual.
30% noted that their
Anxiousness was an
with 16% of respondents.
A bad night's sleep
can rev up irritability
and increase stress
ANXIOUS IRRITABLE LETHARGIC
Clean Sleep is our commitment to help
Britons achieve the perfect night’s sleep.
Clean Sleep is dedicated to raising awareness
of the holistic sleep environment, which is
the key to attaining a good night’s sleep. The
campaign aims to spotlight the surprising
benefits of wool as the only sustainable fibre
that promotes a natural night’s rest.
As the only company with the complete
natural sleep solution approved by Allergy
UK, the UK-based wool specialists are
dedicated to dispelling the preconceptions of
wool being itchy, hot and hard to care for in
order to promote a nation of clean sleepers.
Natural wool is scientifically proven to improve
sleep quality, with research suggesting that
wool bedding can actually help provide up
to 25% more stage four regenerative sleep
- the point at which our body is thought to
do the most repair and regeneration of cells.
Wool also creates a natural sleeping
environment that is temperature
regulating, naturally flame retardant,
and hypoallergenic, with an unparalleled
ability to absorb harmful VOCs (volatile
organic compounds - often found in paints,
vanishes and cleaning products) in the
structure of the fabric. This ensures a safe
and comfortable Clean Sleep all year round,
helping you to wake up feeling refreshed,
revitalised and ready to face the day.
The contributing factors towards a good
night’s sleep are often unrecognised as being
as unique to an individual as their finger print.
Woolroom offer a personal sleep consultation
in their three stores, and has recently launched
the same expert advice on thewoolroom.
com. This service provides customers with
exclusive access to a team of sleep experts
who will offer tailored advice and show British
wool for the miracle fabric it really is. Ensuring
each customer is supported in creating a truly
unique and bespoke bed linen combination to
meet their individual needs for clean sleep.
Confident in its commitment to creating the
perfect sleep environment for the nation,
Woolroom is the only UK bedding retailer
to offer two unique sleep guarantees if your
sleep isn’t significantly improved:
• 100 night sleep trial when you buy
a mattress coupled with a Woolroom
• 30 night sleep trial when you buy a
full bedding set, consisting of a duvet,
pillow(s) and a mattress protector/
As well as its ground-breaking work with
Woolkeepers, Woolroom is an active
supporter of the Campaign for Wool.
MISCONCEPTIONS OF WOOL
A proportion of the research was conducted
in order to better understand the nation’s
awareness of their sleep environment and how
vital it is in ensuring a best night’s clean sleep.
We also wanted to explore the nation’s
existing relationship with and perception of
wool, as well as discover what is believed to
be important in ensuring a good night’s sleep.
The survey revealed a lack of resonance with
natural wool in the sleep environment, Only 9%
of respondent’s recognised wool as a natural
and sustainable fibre to sleep comfortably
with, yet at the same time 95% considered
temperature regulation as ‘important’ to a
good night’s sleep.
Further research at the University of Leeds
conducted on behalf of Woolroom in 2016
identified wool’s incredibly clever ability
to regulate skin moisture and temperature
levels as we sleep, preventing waking from
becoming too hot or cold during the crucially
regenerative stage 4 REM sleep.
Ultimately, the preconceptions demonstrate a
lack of awareness around the natural benefits
of British wool; demonstrating the need for
education to proactively improve the nation’s
ability to experience the best night’s sleep and,
subsequently, better health and wellbeing.
Here we expand on the natural benefits of
wool alongside the research we conducted
with the University of Leeds. This scientifically
proves and supports the benefits of wool
as a sustainable fibre to create the ideal
sleeping environment for a natural night’s
rest - further strengthening the premise of
the Clean Sleep campaign.
THE SCIENCE OF SLEEP
Pioneering research conducted by Leeds
University for Woolroom** reveals that wool
bedding boosts chances of a good sleep by 67%. A
study conducted at a Leeds University laboratory
has revealed that wool could be the secret to
staying cool and getting a good night’s sleep.
Over a third of Brits attribute poor sleep
to being too hot at night (A sleep survey
conducted by Censuswide of 2000 people)
and it is this build-up of heat and subsequent
sweating that is the most common reason
for waking during the night, particularly
during stage 4 regenerative sleep (between
2am – 5am).
The study used a modified Sweating
Guarded Hot Plate Technology and pitted
commercially available feather/down duvets
against polyester and wool to examine their
thermal insulation properties and moisture
management, factors essential to keeping us
cool and preventing a disturbed night’s sleep.
Wadding samples of each duvet were preconditioned
under two environments, in the
cooling down phase from a temperature
of 70°c and in the warming up phase of an
environment of 17°c and 45% relative humidity
– the ideal settings for the average bedroom*.
temperature for sleep, faster than feather/
down and polyester bedding. It was also found
to maintain this temperature constantly while
feather/down and polyester took far longer
to reach 35.1°c and were unable to maintain
this, regularly reaching 36.1°c and above.
Sweating Guarded Hot Plate technology
allowed the wadding to be tested in conditions
that mimic the human body during the night.
When applied to a typical night’s sleep, higher
temperatures lead to increased moisture levels
produced by perspiration. The maximum
sweating rate that can be coped with by wool
wadding is higher than both tested polyester
and feather down, meaning that wool can
diffuse a larger amount of moisture across an
eight hour period.
WOOL TRANSPORTS MOISTURE 43% MORE
EFFECTIVELY THAN POLYESTER AND 67%
MORE THAN FEATHER & DOWN
In both environments, it was found that the
wool duvet performed significantly better at
managing moisture over an eight hour period
than both polyester and feather/down duvets.
Moisture management was tested by
measuring the water vapour resistance of
each sample of wadding: a higher score
indicates a fibre that traps moisture, leaving
it unable to escape and causing a build-up of
heat with subsequent waking.
Feather/down wadding allowed the least
amount of water to escape, with wool
allowing 43% more moisture transmission
than polyester and a massive 67% more than
feather down duvets (see graph).
When testing thermal insulation, wool
was found to reach 35.1°c, the optimum
Moisture transportation (grams per m² per 8hr)
Moisture Management of Woolroom
Duvets vs Polyester and Feather &
Down Duvets over an eight hour period
Wool remains at a consistent optimum
temperature when compared to feather/
down and polyester duvets. Testing at two
different temperatures also allowed the
conclusion that these benefits are down to
the fibre properties and structures of wool
rather than the thickness of the duvets.
** Findings by Leeds University for Woolroom
established in 2016
THE PERILS OF HIDDEN ALLERGIES
As the only company with the complete natural
sleep solution approved by Allergy UK, the
leading Allergy support organisation in the
UK, we wanted to establish the association of
allergy symptoms with the sleep environment.
Man-made, treated fibers in bedding and
mattreses host hidden allergens that can
cause sleepless nights or leave us waking
up feeling unwell. Symptoms can often be
mistaken for common allergies or ailments.
Wool has long been recognised as a fibre
which reduces exposure to allergens, by
resisting house dust mites and other allergens
through its natural moisture management. It
also has an unparalleled ability to absorb and
neutralise harmful VOCs often found in paints,
varnishes and cleaning products.
Considering only 27% of respondents
identified hypoallergenic as a key factor when
purchasing bedding, this shows a lack of
recognition that the sleep environment could
be the problem.
An interesting unknown fact is that wool is
naturally hypoallergenic, making it the ideal
fiber for the sleep environment.
Creating a healthy sleep environment by
replacing hidden toxins and man-made,
treated fibers with natural wool contributes
towards a good night’s natural Clean Sleep.
This is paramount to good health, helping
the body to naturally protect itself against
allergens and ultimately ensuring we wake
up feeling refreshed, revitalised and ready
to face the day.
The percentage of respondents
who have woken up with these
BLOCKED SINUSES - 54%
RUNNY NOSE - 40%
PUFFY EYES - 28%
ITCHY EYES - 28%
SNEEZING - 35%
Farming runs in the family. Jim and his sons at their farm in Longleat.
Scan QR code for more information
on Woolroom’s organic producers
Visit www.woolroom.com to learn more
or call 02072 875006 for more information.