Ilkley business owner to wear same wool dress for 90 day challenge

Victor from Norton & Townsend designed the dress for Sarah [Photo: The Yorkshire Portrait Photographer]

The owner of Ilkley-based Little Beau Sheep has started a challenge of wearing one wool dress for 90 consecutive days.

Sarah Turner began the 90-Day Wool Habit challenge on 1st October, the campaign aims to celebrate British wool and craftsmanship while encouraging people to make more of the clothes they already own by wearing them more, washing them less and taking better care of them.

The dress was designed and made by Victoria from Norton & Townsend and is a bespoke navy herringbone dress, made from 100% traceable British wool.

Sarah is now almost two weeks, it all started with an awards ceremony at the start of October, Sarah will wear this dress for work, walks, school runs, meetings, nights out, travel and even Christmas Day.

The campaign aims to challenging perceptions of wool and exploring what happens when we wear more, wash less and properly care for the clothes we choose.

Sarah will wear the dress for 90 consecutive days [Photo: The Yorkshire Portrait Photographer]

Sarah says: "But there are plenty of questions still to answer. Will it smell? How often will she need to wash it? Will she get bored of wearing it? Will she be too hot or too cold? Can she really style the same navy dress for everything? And what on earth will it look like after 90 days?

"I genuinely don’t know all the answers yet — but I’m very excited to find out."

For 90 days Sarah will be documenting what it’s really like to wear the same British wool dress every day: "Each week I’ll share 7 days, 1 dress: seven different outfits alongside the highs, the lows, wool discoveries and the things I learn along the way."

You can follow Sarah on Facebook and Instagram @ittlebeausheep to see how she styles the dress each day and discover how she gets on until the end of 2026.