We created a series of narrative-focused videos and stills to tell the story of Theory's environmentally responsible clothing line, Good Wool. From a sustainable sheep farm in Tasmania to a wind powered processing facility in Italy to the Theory Innovation Center in New York, we captured the journey of Good Wool to communicate the great care Theory takes in sourcing and manufacturing the line.

Good Wool

We created a series of narrative-focused videos and stills to tell the story of Theory's environmentally responsible clothing line, Good Wool. From a sustainable sheep farm in Tasmania to a wind powered processing facility in Italy to the Theory Innovation Center in New York, we captured the journey of Good Wool to communicate the great care Theory takes in sourcing and manufacturing the line.

The farm is run by the von Bibra family, who are fourth generation sheep runners. They are deeply committed to both the animals and the Earth, producing ethically grown, extra fine merino wool from a free-roaming herd.