The wool comes from gay shepherd Michael Stücke, who keeps his rams in the German state of North Rhine-Westphalia. According to the campaign, homosexual sheep are often considered "inferior" by the livestock industry because they do not produce offspring. The Rainbow Wool farm gives these sheep the freedom to express their homosexual identity. Their fleece is used to make wool. Currently, the company is producing hats and shoelaces with this wool, but there are plans to create a wide range of clothing items.

For the campaign, the company managed to secure Bill Kaulitz from the band Tokio Hotel as a brand ambassador. Proceeds from the sales go to support the German LGBT+ organisation LSVD+, which works to improve the position of homosexual, bisexual, and transgender individuals in countries where they are not free. The company states: “We want to draw attention to the worldwide discrimination against the queer community. Being gay is still illegal and very dangerous in 62 countries. In 12 of those countries, you can even be sentenced to death just for being gay – like our gay rams.”