Do you know where the wool from your most recent purchase comes from? European regulations do not make it imperative to include this on the label: only the fabric composition and “made in” tag are required. With an audience growing increasingly curious about the origin and composition of the goods they buy, traceability gives them the answers they are looking for.
The origin of materials is not always enough: animal wellbeing, food and living environments are all important elements which are increasingly monitored and carry requirements.