Agency
Location
Fashion with purpose
Challenge
Did you know around 1 in 12 sheep is gay? Unfortunately, since they don’t breed, these rams are often slaughtered—but not on our farm! Meet Michael Stücke, a gay German farmer and proud member of the Gay Farmers Association Germany. With wool prices at an all-time low, we found a way to create a new revenue stream for sheep farm Stücke and help gay sheep and gay people at the same time.
Wool from happy sheeps supporting queer rights
Solution
Introducing Rainbow Wool—the world’s first gay textile thread for queer rights worldwide. We rescued and relocated gay rams to Sheep Farm Stücke, a safe haven where they can live, love, and grow their wool. This wool is transformed into high-quality thread and turned into fashion and promoted via social media, fashion magazines, OOH and activations across Germany. We launched with the help of German queer icon and Tokio Hotel frontman Bill Kaulitz. All proceeds will go to LSVD+ – Association for Queer Diversity, which supports projects for LGBTQIA+ individuals in queer-hostile countries around the world.
Key Facts
"Michael told us that homosexuality is also common in animals. That was the creative spark from which Rainbow Wool was born. We are literally creating a fashion statement - it's about bringing together a community of talented people and making the world - and Michael's world - a little bit better through creativity."
Serviceplan
