So apparently HRH Prince of Wales* is trying to encourage people to wear more wool, as it's a sustainable material.
I can't say I'm going to argue with that! I don't think I can claim any personal endorsement from him, but still it's nice to have influential people on side.
There's an interesting slideshow on BBC News here. Much as I love knitting, I'm not convinced that eyewear is the way to go, however.
*I met him once. He was shorter than I thought he would be.