Wool has a scaly surface, and as its fibres do not sit uniformly, they snag when they contact one another (1) . A warm, humid environment increases this effect and the wool becomes felted. Wool is treated in order to prevent this from happening.
The conventional process previously used involves smoothing these scales and then coating the chlorinated wool fibres with a wash-resistant film (2) . A substantial amount of AOX pollutant is released during this process. This results in environmental pollution and is directly attributable to the wool fibres. EXP completely avoids the use of chlorine and employs natural salts as an oxidization agent.
So you could say that EXP is a "revWOOLution" (3).