Yeah but Chocolate Fish is Pure New Wool.....that's wool that has been chemically treated to remove the little scales on the surface that facilitate the felting.
Most of the wool that isn't made into outdoor jackets, etc., nowadays, is PNW, but it's not all. There is also a substantial volume of woollen clothing that is mixed fibres too, and that's a real hit or miss to wash safely.
I agree about many of the DryCleanOnly labels, but again, if the wool you wish to wash hasn't been chemically treated not to shrink/felt, then it will if not washed very carefully.
I have very old tartan that will not shrink regardless of what I do to it, but I have some modern stuff that shrunk and fulled down by about 30%

even though it had the PNW label on the bolt. I also have some absolutely beautiful merino that made a gown for me that when washed literally fitted a six year old. Yet my latest sets of merino thermals just get bunged in the washing machine with my other underwear on the normal daily wash cycle.....I use Ecover washing liquid and fabric conditioner.
My bushshirt, and those of HWMBLT get washed in the shower with shampoo, or left to soak in one of the big trugs to let the water saturate and lift off the dirt, etc., Rinsed really well and then left to drain over night and laid flat out on top of the whirlie to air dry the next day.
Depends on what you've got, iimmc.
atb,
M