Wool is easier to look after than most people expect. It resists odour, sheds light dirt on its own, and rarely needs washing. The trick is to clean it less and care for it more often. Here is the routine we would suggest for a coat or a knit you want to keep for years.
Air it instead of washing it
After a few wears, hang the coat somewhere with moving air for a night rather than reaching for the cleaner. Wool releases smells and light moisture on its own. Frequent washing or dry-cleaning is what wears a garment out, so do it rarely and only when the coat is actually dirty.
Brush in one direction
A soft garment brush lifts dust and surface fibres and keeps the surface looking fresh. Brush downward, following the weave, with light strokes. This takes a minute and does more for how a coat looks than almost anything else.
Treat marks early
For a spot, blot with a clean damp cloth as soon as you can, working from the outside of the mark inward so it does not spread. Let it dry naturally, away from a radiator. Rubbing only pushes the mark deeper into the fibres, so blot rather than scrub. Send the coat to a specialist cleaner only for stains that will not lift.
Hang heavy, fold light
Hang coats on a broad or shaped hanger so the shoulders hold their line; a thin wire hanger will dent them over time. Knitwear is the opposite: fold jumpers and store them flat, because hanging stretches the shoulders and the hem. A few minutes of the right storage protects the shape you paid for.
Rest it over summer
When the season ends, make sure the coat is clean and fully dry, then store it somewhere cool and dark with room to breathe. A breathable garment bag keeps dust off without trapping moisture. Add a natural moth deterrent such as cedar rather than sealing wool in plastic.
Looked after this way, a good coat or knit ages well instead of wearing out. Explore the Coats collection and Knitwear for pieces worth the small effort.