Hannah and Justin Floyd had an idea. What if they could find a new way of working with wool and so perhaps bring something back to their small market town, a once thriving part of the woollen industry?

They learnt that the coarse wool from hill-farmed, upland sheep had dramatically lost its value in recent years. So they started to play. To turn the way wool is worked on its head. The end result is Solidwool — a strong, beautiful and unique composite material. Think fibreglass, but with wool.

They know better than anyone else, literally down to the micron scale about wool. That deep understanding is what we're going to talk about in relation to knowing your material and its affordances.