The Wool

I started using Shetland wool because I was so neurotic about our freezing living conditions when I was pregnant. Shetland has a massive wool ‘tourism’ industry). If you want to read more about its history, click here for an interesting account.
I didn’t want to use Merino because they are more suited to Argentina or Australia and are hard to grow here (I think there is one commercial flock in the UK but they aren’t suited to our wet climate and have to be kept inside more than native breeds). I didn’t want to use cashmere because I wanted the jumpers to be affordable but also because we don’t grow cashmere in this country either (these breeds thrive in hot dry summers and cold dry snowy winters, not our damp, mild British weather). 

So the Shetland mills were my first port of call. I took it with a big pinch of salt when I was told that the wool was waterproof, but, it’s true. It’s waterproof and unbelievably strong. It will last and last. The trade off for it not being as soft as merino (which is wonderful for next to the skin but does fall apart easily) is that you will have it forever and it really will keep the weather out, so perfect for being outside in.  
Last year I did use some imported lambswool for two of my colourways. It is softer but it pills easier and it's sort of floppy - it lacks structure. So I am back to 100% British wool. The Crofter and The Circus (the one I do every year) are made from Shetland wool and The Surfer and The Unicorn are made from a slightly thinner / lighter-weight British wool from a mill in the North of England.
There really is nothing wrong with British wool. If you are sensitive to wool, wear a long sleeved top underneath the jumper, or don't buy one. If you want a long lasting, slow, British made, weatherproof, functional jumper, you should probably buy one. They get softer and softer with wear and are designed to last generations.