They look truly lovely Matt.

But this "organic" bit is a little puzzling when it comes to wool which has to grow organically on a sheep anyway?

I am not sure that even if the sheep are fed organically that it makes any difference to the final product (does our hair become "organic" if we eat organic food?). I have never heard of "organic" dyes - they may be natural ones but that's a different issue.

In the UK there has been criticism of how the word is used and what it actually means.

The tweeds can surely sell themselves on their own merits without words that have no commonly accepted definition and mean different things to different people.