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Building now · Jackson, Wyoming

Your underwear
is making you
sick.

Synthetic underwear sheds microplastics directly into your body's most sensitive tissue — every single day. We're building the alternative: 100% pure Merino wool, nothing else. Come along for the ride.

See the science Our story
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when we launch.

Sign up for early access, founding member pricing, and updates as we build Woolies from the ground up.

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Zero microplastics. Zero compromise.
Synthetic underwear — polyester, nylon, spandex — sheds plastic particles directly into your skin all day. Merino is a natural protein fiber. Nothing synthetic, nothing harmful. First wear to final compost.
Read the research →
Worn for days. Washed less. Lasts years.
Merino's antimicrobial structure resists odor for 3–5 days of wear. It regulates temperature naturally. At end of life, it composts in months — not the 200+ years synthetic takes in landfill.
Why Merino →
The competition is cutting corners.
Mons Royale. Icebreaker. Smartwool. They blend Merino with 13–17% nylon and elastane. Those synthetics still shed microplastics in the wash. Woolies is 100% Merino. Full stop.
See the comparison →
Our Story

A Netflix documentary
changed everything.

We were watching Plastic People on Netflix when we learned that microplastics have been found in human blood, lungs, placentas — and reproductive organs. The underwear we were wearing was almost certainly contributing.

We looked for a 100% Merino option. Nothing. Every "Merino" brand on the market blends in synthetic fibers. So we decided to build the thing that should exist: pure Merino underwear, nothing else, starting here in Jackson, Wyoming.

Woolies isn't a product yet. It's a mission in progress. We're documenting every step and you're welcome to come along.

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100%
of human blood samples tested in a 2022 Dutch study contained microplastics
50%+
decline in global sperm count over the past 50 years — microplastics are a leading suspect
$0.03/day
How we get there
One pair of Woolies$42
Average lifespan~4 years
Days in lifespan1,460
Cost per day~$0.03
cost per day for a pair of Woolies. Your iPhone costs $1.37/day.
iPhone 16 Pro Max
Price$1,199
Avg. lifespan~2.4 years
Days in lifespan876
Cost per day$1.37
 Woolies touch your body 6× longer. Choose wisely.
The honest truth

Other "Merino" brands
still use synthetics.

Wrapping nylon in wool doesn't make it safe. Those synthetic fibers still shed microplastics when you wash them — right into waterways and your body.

The competition
Mons Royale, Icebreaker, Smartwool

Typical blend: 83% Merino, 13% Nylon, 4% Elastane. They market themselves as "Merino" brands — but that 17% synthetic still sheds plastic particles every wash cycle. And at $60+ per pair, you're paying a premium for a product that isn't truly clean.

Woolies
100% Merino. Nothing else.

No nylon. No elastane. No synthetic blends. Pure Merino wool, natural rubber waistband, OEKO-TEX certified. Fully compostable at end of life. Priced below the competition — because cutting corners isn't our business model.

In the wash, a garment with nylon and elastane releases 170,000+ synthetic microfibers per cycle. Those particles end up in waterways and ultimately in human tissue. Calling a blended product "Merino underwear" isn't wrong — but it's not the whole truth. We think you deserve the whole truth.

The vision

See what we're building.

Short-form video is where this story lives. Follow us on Instagram and TikTok to watch Woolies come to life in real time.

@wooliesmerino
Instagram · Follow the build
@woolieswear
TikTok · The science, the story, the process

Product launch video coming once we have product in hand. Subscribe to get notified.

Ways to get involved

This is a community build.

We're not launching a product in isolation. We're building Woolies with the people who'll wear it.

Join the waitlist
Sign up for early access and lock in founding member pricing before we go live. First in line when product ships.
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Leave feedback or ideas
What do you want from a Merino underwear brand? What frustrates you about what's out there? Tell us directly.
Share your thoughts →
Join the Woolies Club
Lock in founding member pricing — $89/shipment forever — before we launch. The rate never increases. Cancel anytime.
Learn more →

Ready to make the switch?

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