Queer rights remain a global priority, yet progress is increasingly overshadowed by rising discrimination.

In Germany, hate crimes against LGBTQ+ individuals have risen by 36%, and 62 countries – one-third of the world – still outlaw same-sex relationships, with 12 imposing the death penalty.

Despite the stigma, same-sex relationships occur naturally in over 1,500 species. A notable German example is Berlin Zoo’s gay pelican pair, who successfully adopted and raised an abandoned chick.

These examples remind us that same-sex love is, and always has been, a natural part of life. The concept of Rainbow Wool emerged as a response to ethical and social concerns regarding queer human and animal rights.

In a world where demand for ethically produced goods is growing – particularly in Germany, where sustainable and fair production practices are increasingly valued – Rainbow Wool offers a meaningful solution.

By saving gay sheep from slaughter, the initiative highlights nature’s diversity and challenges harmful societal prejudices. At the same time, it supports the broader LGBTQ+ community, with proceeds going to advocacy organizations like the LSVD+.

Farmer and proud member of the Gay Farmers Association.

He faces not only prejudice for his sexuality but also existential challenges from record-low wool prices, rising costs, and regulatory hurdles.

We developed a way to create a sustainable revenue stream for his farm while supporting his community.

Did you know 1 in 12 sheep is gay? Since gay rams can’t be used for breeding, they are often sent to slaughter. We found a way to help openly gay farmer Michael Stücke help those gay sheep and gay humans at the same time. Introducing Rainbow Wool – the first gay textile thread for queer rights worldwide.

The thread was used for everyday fashion as well as haute couture. The brand was launched with the help of German Queer icon and Tokio Hotel front man Bill Kaulitz along with other influencers.

All profit from the products sold go directly to charities for the global fight for queer rights. With the sales of the thread, we also gave Michael’s wool prices a remarkable boost and helped create a circular, sustainable business model for his farm for years to come.

Rainbow Wool launched with a frenzy of attention, achieving 1.3B impressions & €20M in earned media. Its unique story of saving gay sheep for queer rights reached 33 countries, including places where being gay is illegal, like Russia & Uganda.

The campaign dominated German TV, podcasts, radio, fashion publications & social media, generating €3.5M in influencer-earned media, 1.1M social engagements & 1.3M web visits—all from just €20K in paid media.

The project is projected to generate €1.6M in revenue by Q4 2025 through thread sales & 21,200 products across 25 SKUs, retailing at an average of €68.50. Starting with 125kg of raw wool valued at €2.5K, we increased its value to €151.5K & sold out for 2024, achieving an ROI of 1,212%.

Thanks to branded Pride collabs, thread production is pre-sold for the next 5 years, creating a sustainable revenue stream for Michael for years to come.

Fun fact: Rainbow Wool has just featured in Episode 5 of Kaulitz & Kaulitz on Netflix, and we've just officially partnered with Grindr USA for the upcoming New York Fashion Week.