The authors of the project express their critical approach towards consumerism, at the same time trying to raise awareness among consumers, both present and future ones. They attempt to create a good example of an ethical and responsible brand. They have been inspired by the shepherds’ culture and its values, especially honesty, sincerity, simplicity, and respect for objects. The material used in the Runo brand (literally in Polish: “fleece”) is local wool, quite neglected and wasted these days. The products are fully biodegradable and they have been manufactured using the felt forming technologies developed by the Polish hat producer Polkap. The brand is supported by a series of workshops titled Zowcowani (literally in Polish: “Sheeped”). Their goal is to develop conscious consumer behaviours and promote the valuable elements of culture.