This autumn, the Baltic Wool Conference dedicated to the wool economy of the countries bordering the Baltic Sea is taking place for the second time. The first conference last year had gathered a large number of sheep farmers, entrepreneurs and university representatives. The energy was powerful and provided enormous inspiration. It is a pleasure to speak at such a conference. I’ll talk about the importance of cooperation between universities and entrepreneurs, and also about the possibility of extending the life cycle of wool on the example of Woola.