'Having a background in geology & earth sciences and with a career in Environmental Management - it was second nature to create a brand that was focused on sustainability'.  Alanna Dale - Founder 



In the most basic form sustainability means 'meeting our own needs without compromising the ability of future generations to meet their own needs'. 

At Lazy Pheasant we look at the full life-cycle of our products from design -  manufacturing - packaging  - transportation - use - end of use. We want to ensure that sustainability, environmental awareness and waste options have been considered at all stages whilst not compromising on the quality of our products. This process is constantly changing and we are always looking for ways to improve our brand to become more sustainable.


Materials -  The majority of our products are designed from wool fabric sourced from British Mills and British Suppliers with the wool being sourced from sustainable and ethically sourced wool suppliers.

Gift Packaging - Our kraft gift boxes are made from 40% recycled boxboard and are fully recyclable. Cufflink gift boxes are 99% recycled boxboard, FSC approved, paper covering is from sustainable forests and are fully recyclable. Our drawstring gift bags are made from 100% natural cotton and are designed to be reused as an alternative to plastic bags.

Packaging - we package our products in paper mailers and boxes that are 100% recyclable and FSC certified.

Delivery - Our chosen delivery partner is the Royal Mail. 'With the UK's largest 'Feet on the Street' network of over 85,000 postmen and women Royal Mail already has the lowest reported carbon emissions per parcel of any major UK delivery company'


Lazy Pheasant has signed the 'The Dumfries House Declaration' that we will commit our efforts, time and talents to promote, educate and enforce the wonderful natural attributes of the Wool fibre.

On September 9th 2016, His Royal Highness The Prince of Wales as Patron of the Campaign for Wool, hosted the Dumfries House Wool Conference in Ayrshire, Scotland.

The conference brought together 250 leading members of the wool industry supply chain, from farm to store, to discuss the current challenges facing wool and how its further use can benefit the planet as a whole.

In his address to the conference, The Prince of Wales officially endorsed the Dumfries House Declaration.This is a ten-point declaration of intent to support an environmentally responsible, sustainable, and commercially viable wool industry. CAMPAIGN FOR WOOL.ORG


1. Wool is 100% natural:

- A natural protein fibre that is similar to human hair. Wool grows naturally on sheep.

2. Wool is a renewable resource:

- Consuming a simple blend of water, air, sunshine and grass, sheep produce a new fleece every year without depleting finite natural resources.

3. Wool forms part of a natural carbon cycle:

- Sheep consume organic carbon by eating plants, and store this in their fleece. Fifty percent of a fleece's weight is pure organic carbon stored in a durable, wearable form.

4. Wool is a natural alternative to wasteful consumer practices:

- Research shows that the average life of a Wool garment is 2-10 years, compared to 2-3 years for garments made from other fibres.

5. Wool was made for recycling:

- Wool fibres are high quality and durable, capable of re-use and recycling, ultimately reducing land fill disposal. Wool is routinely upcycled into woollen-spun knitwear, insulation and geotextiles – all of which contribute to a circular economy.

6. Wool is biodegradable:

- Wool decomposes in a matter of years, releasing valuable nitrogen-based nutrients back into the soil.

7. Wool is naturally odour resistant:

- By absorbing moisture vapour, Wool garments leave less perspiration on the skin, reducing odour-causing bacteria. Easily refreshed by airing, Wool garments can be worn longer between washes due to Wool's natural ability to shed dirt and bacteria.

8. Wool is fire resistant & fire retardant:

- Naturally high in nitrogen and water content, Wool's unique cell structure requires high levels of oxygen in order to burn, and forms an insulating layer when heated that prevents the spread of flames. Wool does not melt, drip or to stick to the skin when subject to extreme heat and produces less smoke and toxic fumes during combustion.

9. Wool improves indoor air quality:

- When used in interior textiles such as carpets and upholstery, Wool absorbs and locks away pollutants such as volatile organic carbons (VOCs) from the air more rapidly than other fibres.

10. Wool is welfare assured:

- The major woolgrowing countries namely Argentina, Australia, New Zealand, Norway, South Africa, United Kingdom, United States and Uruguay, all support the IWTO and Campaign for Wool and conform to the strictest standards of animal welfare as embodied in the IWTO Speci cations for Wool Sheep Welfare. The IWTO Specifications are premised on the Five Freedoms of Animal Welfare as set forth by the World Organisation for Animal Health (OIE): freedom from hunger and thirst, freedom from discomfort, freedom from pain, injury or disease, the freedom to express normal behaviour, and freedom from fear and distress. The Five Freedoms also form the basis of strictly enforced national animal welfare legislation in each of these wool-growing countries.

The document, created in conjunction with the Campaign for Wool and the International Wool Textile Organization, seeks to become the recognized standard of best-practice in the wool industry.