The Project
Redefining What Is Considered Waste
Every year, double-coated dogs shed vast amounts of soft undercoat — brushed out, bagged, and discarded without a second thought. It is a true waste product, produced in homes and grooming salons every day, with no existing system to capture its value.
Chiora is here to change that.
By collecting brushed-out undercoat and transforming it into high-quality yarn, the project gives this overlooked material a second life - keeping it out of landfill and placing it within a considered, circular system.
A Fibre Hidden in Plain Sight
Undercoat is remarkable. It is naturally insulating, breathable and exceptionally soft — up to five times warmer than sheep’s wool, with a handle often compared to cashmere.
An average double-coated dog sheds between 600 and 800 grams of undercoat each year. Dogs with particularly dense or long coats can shed over 1.5 kilograms annually. Scaled across thousands if not millions of beloved dogs, the potential becomes impossible to ignore.
At Chiora, the long-term aim is not to create a hand-spun novelty fibre, but to develop a yarn suitable for industrial equipment and larger scale production - allowing the project to move beyond symbolism and towards measurable impact.
From Undercoat to Yarn
What sets Chiora apart from traditional artisanal approaches is its dehairing process.
Dog coats contain two fibres: the soft undercoat and the coarse guard hairs that protect it. When left untreated, these guard hairs compromise yarn quality and consistency. Our process removes them, significantly refining the fibre and elevating its performance — making it suitable for high-quality. We are working with British mills that operate with large minimum quantities, meaning every contribution matters.
A Decentralised Model
Rather than sourcing fibre through traditional industrial supply chains, Chiora is built around a decentralised network.
Dog owners, breeders, groomers and breed communities are already producing this material — often unknowingly. Chiora simply offers a way to collect it with intention.
Since the end of 2025, more than 400 people have signed up to participate. What’s most striking is how quickly perception shifts once the idea lands. Undercoat stops being treated as waste and begins to be seen for what it is: potential. A routine grooming session becomes a small but meaningful act of participation.
Research, Testing & Validation
Chiora was developed through extensive research, material testing, and university enterprise programmes. The project culminated in a third-place finish out of 120 teams at the London College of Fashion Enterprise Challenge — a moment that affirmed both its innovation and viability.
Since then, momentum has continued to build organically, driven by curiosity, care and community.
Giving Back as Part of the Circular System
Central to Chiora is the idea that participation should lead to tangible benefit.
The long-term vision is to start by partnering with various different dog rescue organisations (and expand over time), allowing contributors to choose where the value generated from their dog’s undercoat is directed. Breed enthusiasts can support a cause they care about, whether that’s a specific rescue or one focused on their breed.
This model also works in reverse. Breed clubs and rescue organisations can actively encourage their communities to donate undercoat, knowing that these contributions will translate into meaningful financial support.
The result is a mutually beneficial loop — connecting dog owners, breed communities and rescue organisations in a practical, transparent and sustainable way.
Moving Forward
Chiora is still in its early stages but the intention is clear.
This is about building infrastructure where none existed before. About treating overlooked material with seriousness and respect. And about proving that small, everyday actions — repeated collectively — can create real change.