In 1884 Dr. Gustav Jaeger, a German professor of Zoology and Physiology at the University of Stuttgart developed 'scientific' theories about the use of hygienic dress and of wearing wool, next to the body. He published his essays on health culture as Dr. Jaeger's Sanitary Woollen System. He wanted everyone to use wool fibres throughout the house right down to the bed sheets. He thought pure animal fibres would prevent the retention of noxious exhalations of the body. #jaegerwoolweek
In 1884, a follower of Dr Jaeger's teachings, Lewis Tomalin, opened a new clothing store in London: Dr Jaeger’s Sanitary Woollen System. Early clothing catalogues for the company contained samples of wool for customers to touch and examine.