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Library/Campaign/Grindr: I Wool Survive
Grade B26 sourcesHIS-00717

Grindr: I Wool Survive

Campaign · 2025 · Notable

43Editable slideCertificate

Grindr put wool from rescued gay rams on a New York runway in 36 looks.

Clip · Grindr on YouTube
The knitted Knight look on the I Wool Survive runway, from Grindr’s official collection gallery.
Grindr
Grindr Presents 'I Wool Survive': Gay Sheep Wool Becomes High Fashion | Grindr
Grindr
Grindr Presents: I Wool Survive, A Michael Schmidt Collection
Grindr on YouTube
#iwoolsurvive #clioawards #grindr #rainbowwool | Grindr
Grindr / LinkedIn
#iwoolsurvive #theoneshow #grindr #rainbowwool | Grindr
Grindr / LinkedIn
Grindr | I WOOL SURVIVE
The One Club for Creativity
Michael Schmidt Studios on Instagram: "What a treat to be asked to create the first actually, truly gay fashion show, made with the yarn of gay sheep! This remarkable project, in collaboration with…
Michael Schmidt Studios on Instagram
Gay Sheep Make Their High Fashion Debut in NYC
Hyperallergic
Yes, There Was a Fashion Show Made From the Wool of Gay Sheep.
PAPER
“Can Sheep Really Be Gay?”: A Grindr Fashion Show Diary - Interview Magazine
Interview Magazine
The Internet Loves These “Gay Sheep.” The Real Story Is Much Darker.
The New Republic
The designer making clothes with wool from gay sheep
Dazed

Spread Score

How it works
Reach59Contagion35Breadth30Velocity54Longevity3143

Numbers

Earned impressions, campaign claim; not unique people
2.4B
Self-reported · The One Club for Creativity
Peak date
Week of Nov 23, 2025
Nov 13 ’25 to Week of Nov 23, 2025
Platforms
5
Started on Retail
Origin
Stunt
Fashion & accessories

Mechanics

  • Real-world spectaclePrimary
  • Identity badge
  • Visible in use
  • Platform jump
  • Controversy

How it spread

Trace the origin

Grindr staged a New York runway show using rescued rams’ wool. Reddit discussion and press followed. Topic searches peaked in late November as coverage questioned the rescue narrative. Grindr later claimed sponsorship income; auctions remained forthcoming.

Dates use the stated precision; chart positions are date anchors.

Google searchesNov ’25DecJan ’26FebAprPeakRetailPressRedditYouTubeOpen web
RetailPressRedditYouTubeOpen web

13 more events on this chart

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Timeline (16)

  1. November 2025

    Grindr / Rainbow Wool / Michael Schmidt seed · Nov 13 ’25

    Grindr staged the wool runway show at New York’s Altman Building; Woodwork sponsored its after-party at The Eagle.[1][2][3][4]

    Gay Sheep Make Their High Fashion Debut in NYC
    Open the first post ↗

  2. Grindr / Business Wire owner response · Nov 14 ’25

    Grindr issued a paid Business Wire release announcing support through 2026 and plans to auction selected pieces.[3][1]

  3. u/__ishq / r/OkHomo platform jump · Nov 16 ’25

    A Reddit video post prompted discussion of Grindr’s show, sheep sexuality and the wool garments.[5]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Revised 9 numbers
  2. 2026-10-14Added: 16 events, 26 sources · Score 43 · Fact-check passed (40 claims)
Origin
Stunt
Sector
Fashion & accessories
Region
US
Earned impressions, campaign claim; not unique people
2.4B
Self-reported · The One Club for Creativity
Evidence
Grade B

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Google searchesNov ’25DecJan ’26FebAprPeakRetailPressRedditYouTubeOpen web
RetailPressRedditYouTubeOpen web

13 more events on this chart

Join free to see them

  1. November 2025

    Grindr / Rainbow Wool / Michael Schmidt seed · Nov 13 ’25

    Grindr staged the wool runway show at New York’s Altman Building; Woodwork sponsored its after-party at The Eagle.[1][2][3][4]

    Gay Sheep Make Their High Fashion Debut in NYC
    Open the first post ↗

  2. Grindr / Business Wire owner response · Nov 14 ’25

    Grindr issued a paid Business Wire release announcing support through 2026 and plans to auction selected pieces.[3][1]

  3. u/__ishq / r/OkHomo platform jump · Nov 16 ’25

    A Reddit video post prompted discussion of Grindr’s show, sheep sexuality and the wool garments.[5]

  1. press · Nov 17 ’25

  2. press · Nov 17 ’25

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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