The article examines how textile design can enhance sustainability and territorial inclusion by focusing on local resources, circular models, and traditional textile methods, particularly in the context of wool production. It highlights the importance of using narratives that emphasize conscious craftsmanship and local enhancement to address the crisis in sheep farming and the undervaluation of Italian wool. Regions rich in artisanal traditions and natural resources, such as the Italian inland areas, can counteract economic, social, and environmental challenges by adopting communication strategies rooted in authenticity and environmental respect, as well as behavioural design approaches. The contribution reflects on the narrative potential of the centre-south Italian region of Abruzzo and its long-standing history of sustainable textile production, particularly rich in tangible and intangible resources pertaining to the wool supply chain. By employing a historical methodological perspective, this paper seeks to showcase a tradition deeply embedded in the territory, and which today stands as an important identifying element for the local community. Genuine storytelling is highlighted as a tool to stimulate the local economy by enhancing the growth of local communities by preserving ancient traditions and biodiversity and fostering sustainable development that respects and upholds local cultural identities.