Tech.eu writes that the luxury and e-commerce markets are the ones to benefit from using this material, as of right now.

Humanity produces some 141 million tons of plastic packaging every year, while 14% of that is being collected and even less, recycled. In the meantime, as much as 90% of the wool in the European market is being buried or burned, since it's too coarse to be used by fashion companies. This is about 200.000 tons of wasted wool that could be repurposed for something else.

Woola was founded back in 2020 with the purpose to replace plastic bubble packaging with a more sustainable alternative. Woola's CEO and co-founder Anna-Liisa Palatu said that "we founded Woola to help stop the use of fossil fuels. Two Houses of the LVMH Group are already using Woola packaging to replace plastic, and we are implementing a circular pilot program with one of them."

LVMH Group, one of the largest fashion groups in Europe and in the world, which includes brands such as Louis Vuitton and Givenchy, pledged to reduce plastic packaging for its products to zero by 2026.