Stuart
Is this wear or is the material just matted? It is quite unusual for these to wear badly but if you have a high mileage car I guess that is possible. More likely is that over time and use the oils from your hands get absorbed by the alcantara and make it become smooth and matted, often giving the impression that it is worn. The good news is that they are incredibly easy to clean. The method I have used with great success in the past is to get a bucket of warm water, a soft cotton towel and get the towel wet but not soaking with the water. Very gently rub the towel around the wheel, rinsing the towel regularly. You will be amazed to see the dirt transfer from the wheel to the towel. As alcantara is a synthetic material the dirt comes off very easily, much more so than suede or leather. Once the whole wheel has been done, use a fresh cotton towel to gently take any excess moisture off and to raise the pile and then let it dry out naturally.
The above has worked very well form me and if particularly dirty yours may need a second go but hopefully this will help avoid a full refurbishment.
