At Woolday we paired the exceptional benefits of merino wool - the world’s most functional and luxurious fiber - with timeless styles to create basics of uncompromising quality. Natural garments that are odor- and wrinkle-resistant. Each made by the best craftsmen in Europe and with an obsession for details. We are using only the finest merino wool and share the story of each product with you: How we make it, where we make it, and at what cost we make it.

Better quality. Better factories. Better prices. Ethical basics made to last.

Join the flock!

We handle emails the same way we create our garments: focused on what really matters. For less and better messages.

Learn how we use your data in our Privacy Policy. Learn how we use your data in our Privacy Policy. We use Mailchimp to send our newsletter and track its success.

Play Video

Our quality

Made to be
around forever

We create basics with great attention to detail – each piece made in many delicate steps, using only the finest merino wool. With our dedication to a healthier planet and a happier life, we remove the fashion fad and double down on quality and timeless style. Each piece consciously created without compromises – for less, but better clothing.

Woolday merino wool fabric white
Woolday merino wool production

Our responsibility

Ecological fashion ethically produced

We spent months to partner with the best factories in Italy, Germany and Portugal to create yarns, fabrics and patterns exclusively to us. All factories are family-run and certified by several standards in which they use regenerative energies and low-impact technologies to produce. In our wool shopping, we pay attention to animal welfare and good land use.

Our transparency

Premium wool
basics at a fair price

We are direct to consumer business, only selling via Cutting the middlemen and retail markups, we offer premium merino wool basics at an unchallenged price. We believe you can only make better choices if you know more about your garments. That is why we share the story of each garment with you. So you know, how we make it, where we make it and at what price.

Woolday transparent product pricing comparison

The Woolday magazine

Explore more