Rainbow Wool: The First Gay Textile Fiber for Global Equality
Did you know that approximately 1 in 12 rams is gay? Unfortunately, these animals often face a grim fate since they cannot be used for breeding.
Openly gay farmer Michael Stücke and the creative agency Serviceplan have found a way to support both gay sheep and the queer community: Rainbow Wool—the first gay textile fiber, for queer rights worldwide. The wool from gay rams is transformed into vibrant fashion pieces, representing equality and pride.
To delve deeper into the project, we spoke with Andy Wyeth, Managing Director of Creation at Serviceplan Cologne:
How did the idea come about to create a textile collection made from the wool of gay sheep for the queer community?
One of our talented creatives has a connection with Michael, the farmer. Michael is an openly gay man, and he shared the insight that it isn’t just humans who are gay—it’s also common in the animal kingdom. In fact, around 1 in 12 sheep has a preference for same-sex relations. Inspired by this perspective, our creative drafted a plan to put together a flock of gay rams and use their wool to support queer-friendly human projects. And just like that, the idea of Rainbow Wool was born.
The design is very colorful and full of humor—how challenging was it to strike the right tone, both in terms of colors and language?
It absolutely was a challenge, but we had a lot of help from the queer community. One of the best pieces of advice we got came from a gay man living in Austria. He said, “Whatever you do, do it in the spirit of Pride. Pride isn’t a protest; it’s a party. Be loud, proud, and playful.” After that, we knew Rainbow Wool needed to be a colorful fashion statement for queer rights.
The rainbow colors are an obvious choice and offer a rich and diverse palette. How did you decide on the typography?
We collaborated with HEY STUDIO in Barcelona. They proposed TWK Burns because its boldness and shape resembled fonts on protest signs and messages from the queer rights movement, which was catalyzed by the Stonewall Inn protests in the late ’60s in New York. The name dictated the colors—we tried different variations but always came back to the saturated, bold, bright colors of the Pride flag.
With Bill Kaulitz from Tokio Hotel, the campaign gained a very prominent face. Are there plans to involve other artists in the brand in the future?
Rainbow Wool is a collaboration brand at its core. It’s been a passion project for so many people, including Bill. We are in talks with other celebrities and international brands who are interested in helping Rainbow Wool create a wider impact. So, the future is exciting.
What products are currently available, and what direction will the collection take in the future?
We have sold out of thread and the special edition products. But you can still get your hands on caps, patches, and shoelaces. We’ve also created the world’s first gay animal adoption program. For as little as €25, you can sponsor a gay sheep—and they are as cute as you can imagine.
Wear Pride, Support Equality! Rainbow Wool is more than just a fashion statement; it’s a movement for equality and love. Through innovative design, meaningful collaborations, and a playful yet powerful message, Rainbow Wool shows that pride can be celebrated in every stitch. A great, colorful project!
