What if product information from the entire wool value chain – from sheep farm to final garment – could be traced? What if this information could then be made available with a simple QR code placed within garments? In the Sheep on Repeat project, a proof-of-concept is developed to test how transparency and traceability in fashion could work in practice. Through industry-wide collaboration and using competition-neutral global standards for product identification , the project aims to enhance the wool industry’s reliability, contribute to reduced environmental footprint, fair compensation for farmers, and establish standards for wool. By setting a benchmark within the wool industry, the ambition is to drive the transition to a circular economy and a sustainable fashion industry.