Rainbow Wool

The Challenge

In traditional agricultural sectors, gay and queer individuals face high rates of discrimination and isolation. To raise awareness and fund support initiatives, the Stücke farm needed a creative way to bring this issue into mainstream fashion and media.

The Creative Solution

We created "Rainbow Wool"—the first high-fashion wool line harvested exclusively from gay sheep (who are often excluded from commercial breeding programs). We established a modern brand identity, collaborated with elite designers to create a capsule streetwear collection, and launched an interactive e-commerce platform that shared the story of every individual sheep.

“Rainbow Wool challenges stereotypes by showing that diversity is natural and exists everywhere—even in the most traditional industries.”

The Results

The launch was a huge success, selling out the entire collection in just four days. The campaign reached over 12 million people worldwide, starting crucial conversations about inclusion in traditional industries and raising €180,000 to support LGBTQ+ rural community groups.