Your synthetic underwear sheds microplastics into your body every single day. Even organic cotton can't compete with Merino's natural performance. We built the only underwear that's actually better for you — 100% pure Merino wool, nothing else touches your skin.
Engineered from 180gsm fine Merino — soft enough for all-day wear, tough enough for the outdoors.
We obsess over devices because they're with us constantly. Your underwear is in contact with your most sensitive tissue for 24 hours a day. The math on where to spend should be obvious.
At ~$0.03/day, Woolies are 45× cheaper per day than your phone — and they're touching your body six times longer. The question isn't whether you can afford good underwear. It's why you haven't prioritized what literally touches you most.
The average American spends $1,200/year on coffee, $800 on streaming, and under $40 on underwear — most of it plastic. We think that's backwards. Woolies are the easiest health upgrade you'll ever make.
Subscribe and get a fresh 3-pack of pure Merino delivered every 6 months. Set it, forget it, and stop buying underwear made from plastic.
Organic cotton is a step in the right direction. Merino is the destination.
Microplastics have been found in human blood, lungs, placentas, breast milk — and reproductive organs. The underwear you wear every day may be one of the most direct sources of exposure. This isn't fear-mongering. It's peer-reviewed science.
"We are living in a sea of plastic. These particles are now in every human being tested. The question is no longer whether we are exposed — it's what that exposure is doing to us."— Dr. Sherri Mason, microplastics researcher, featured in Plastic People (Netflix, 2023)
From ski days to long hauls — here's what people are saying.
Woolies was born in Jackson, Wyoming — a place where what you wear actually matters. We spend our days skiing, hiking, climbing, and living outside. We got tired of synthetic underwear that left microplastics on our skin and in the environment, and equally tired of cotton that couldn't keep up.
So we built the thing we wanted to wear: pure Merino, nothing else. No synthetic blends, no greenwashing, no compromises. Just the finest natural fiber on earth, cut and sewn for daily life and whatever the outdoors throws at you.
We're a small team with a simple mission — make underwear that's actually better for you, for the long haul, for the planet.
Join the waitlist and lock in founding member pricing before we go live.