Purpose – This study aims to compare existing certification schemes to the legislation in Sweden to see which measures the best are to ensure the sustainability of Swedish wool when using it as a raw material.

Design/methodology/approach - The study follows a qualitative research approach. The comparative analysis research design was chosen as the data analysis method. Data is collected from desktop research and interviews with experts in wool, farmers, and companies working with Swedish wool and certification schemes.

Findings - Regarding Swedish animal welfare legislation covers more than the wool certifications. It is suggested to have a certificate for foreign wool as it might not have as strong animal welfare law. The consumer should be educated about animal welfare, social rights, and environmental regulations in Sweden for the legislation to be enough to prove the sustainability of Swedish wool.

Research limitations/implications - This study does not include a detailed description of all the existing global wool certifications as not all are relevant in the context of the Swedish market. Only some Swedish legislation about animal welfare and farming practices is included. This research excludes the barriers of the existing Swedish wool SC and the process from raw material to fabric. Practical implications - Swedish wool industry and market can acknowledge the opportunities and barriers connected to the sustainability of wool and consider the right tool to support that. The comparative analysis describes the inputs and challenges of the Swedish legislation and three wool certifications for companies and farmers to decide what is best for them. The study revealed essential aspects for the Swedish wool industry on how they can grow to utilise more wool and have sustainable growth.

Originality/value – A comparison between certifications and legislation in Sweden has not been conducted before. It is essential to see the differences and similarities between them to support the growth of the Swedish wool industry. Certifications can bring critical knowledge of the quality and sustainability of the wool. Swedish animal welfare regulations and laws are extensive and more comprehensive than other countries.