Prince Charles wants you to buy more wool—and he’s lighting a fire to get that point across. The Daily Mail reports that the royal wool enthusiast will set flame to piles of wool clothing, rugs, and duvets to demonstrate that the material is a natural flame retardant. Apparently, he hopes that this will somehow revive interest in the British wool industry, which is in sharp decline. Charles attests that synthetic materials are not only cheap and harmful to the environment, but they burn quickly and are very dangerous in house fires. Wool, on the other hand, smolders and promptly burns out. The Fire Brigade will be on hand, but they’re apparently not concerned by the stunt. Charles’ sweaters, on the other hand, are unraveling.