A Netflix documentary changed everything.
We were watching Plastic People on Netflix — a documentary anchored by Dr. Sherri Mason's research on microplastics — when I learned something I couldn't un-learn: microplastics have been found in human blood, lungs, placentas, and reproductive organs. Not in people who work in plastic factories. In ordinary people. In you.
We looked at what we were wearing at what I was wearing. Synthetic underwear. Every wash cycle, it was shedding plastic particles. And the most sensitive area of my body — right against reproductive tissue — was in contact with those materials 24 hours a day.
We looked for a 100% Merino option.
There wasn't one.
Every "Merino" brand I could find — Mons Royale, Icebreaker, Smartwool — blended Merino with nylon and elastane. Typically 83% Merino, 13% nylon, 4% elastane. Those synthetics still shed microplastics in the wash. Still sit against your skin. Still contribute to the problem.
So we decided to build the thing that should already exist: underwear made from 100% pure Merino wool, nothing else. No synthetic blends, no compromises, no greenwashing.
Rooted in Wyoming.
Built for real life.
We're based in Jackson. We spend winters skiing, summers hiking, and most of the year living outside. What you wear actually matters here — not as a lifestyle aesthetic, but as a functional reality. The outdoors demands honesty from your gear.
Wyoming also has a 150-year history of Merino sheep farming. Roberts Ranch in Cokeville — 45 minutes from where I live — has 7,000 ewes and a clip that's nationally recognized for quality. There are wool growers, mills, and an industry infrastructure here. The long-term vision for Woolies is a traceable, Wyoming-sourced supply chain. That's not where we start — but it's where we're heading.
We're building in public.
Woolies doesn't have a product yet. We're in development — working through supplier relationships, manufacturer sourcing, sampling, and certification. Every step of this build is being documented on Instagram and TikTok, and shared with the people who've signed up to follow the journey.
This is not a polished product launch. It's a build log. And the people who come along early — the ones who sign up before we have product, who leave feedback, who share the story — those are the founding community. The Woolies Club founding member rate is our thank-you to them.