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HRH visits the National Wool Museum in Wales

28th June 2010

The Prince of Wales has stepped up his efforts to bring wool back into fashion as he continued with his Annual Summer Tour of Wales.

His Royal Highness, who as Patron launched the Campaign for Wool in January, which is designed to bring back wool as an highly sought after and much valued fabric and so support struggling sheep farmers in the UK.

The Prince, met supporters of the campaign at the National Museum of Wool, near Cardigan, in mid-Wales.

Wool prices have dropped so low in recent years that it can cost more to shear a sheep than the wool will fetch when sold.

New breeds of sheep which naturally lose their wool have been introduced as a cost-cutting measure.

"That seems to me to be the absolute epitome of all that is wrong in the way that we look at the world," The Prince said today.

Today, the Campaign's Chairman John Thorley said: "There is no doubt that The Prince of Wales can work magic and that is exactly what we are expecting to happen now," the

He said The Prince had an unrivalled ability to utilise top level contacts.

"He has brought in people like Jasper Conrad who are legends in their own lives. He can use his high level contacts like no others," Mr Thorley said.

"The effect of this around the world will be absolutely amazing. There is a massive interest in our royal family around the world and in The Prince in particular.

"His patronage will have an enormous effect on the campaign and raise its profile not just here in the UK but globally."

The Prince spoke today of the many virtues of wool, which used to be a massive money-spinner for companies across the UK. He highlighted its natural flame retardance, its comfort and the fact it is a natural product which is also entirely biodegradable.

His Royal Highness also spoke of the campaign's international success in Australia and New Zealand, where the fight to improve the image of wool also has strong backing.

Earlier The Prince was taken on a tour of the museum and met members of a knitting circle based there.

He also stopped to speak with members of the Ceredigion Guild of Spinners, Weavers and Dyers, and a group of rag-ruggers.

The Prince was also intrigued by retired teacher Howard Andrews, 63, who was the only man among a knitting circle.

Mr Andrews revealed: "He said 'you are not the only man here are you?' and I said 'I am at the moment'. He then told me that his grandfather used to knit.

"He was very charming and very friendly and put people at their ease immediately."

Mr Andrews said his wife had taught him to knit and he had started with an egg cosy before going on to greater things.

Later in the day, The Prince of Wales and The Duchess of Cornwall hosted a drinks reception for residents of the neighbouring communities at their Welsh home, Llwynywermod, Myddfai, near Llandovery in Dyfed.