Rainbow Wool

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.

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. Rainbow Wool quickly gained 1.3 billion impressions in 33 countries, €20 million in earned media, and 1.3 million website visits to date. Sales and sponsorships are projected to hit €1.6 million by Q3 2025. Thread sales yield a 1212% ROI, supporting Michael's sustainable & circular wool business. All profits from fashion products fund global LGBTQ+ charities.