Woolf Merino Expands Reach To U.S. & Canada

Woolf Merino, the pioneering newcomer in performance base layer, is thrilled to announce its official expansion into the United States and Canada. Founded by industry veteran Tord Olsen (former Scandinavian distributor for brands such as Vans, Quiksilver and Dragon), and Marco Cignini, (an award-winning creative director for some of NYC’s leading agencies), Woolf is a performance Merino wool base layer company focused on sustainability. Both passionate snowboarders, Olsen and Cignini realised there were few functional, adaptive, and resilient options when it came to base layer performance. And knowing the base layer is the most important layer you put on, the duo has created a collection of sustainably sourced, eco-friendly, performance products born from the culture they live and breathe.

Woolf Merino, recognized for its unwavering dedication to premium materials and sustainable practices, since launching in Europe last year, is excited to bring its innovative Merino line to the North American market. This marks a significant step forward for the brand, making its top-quality gear accessible to outdoor enthusiasts, athletes, and adventurers in the United States and Canada.

Made with the softest, warmest, odour-resistant, moisture-managing Merino wool available, Woolf products provide the ultimate in comfort, dryness, and protection for the modern outdoor explorer. Woolf Merino stands out through its consistent commitment to sustainability. Materials are sourced responsibly, emphasizing eco-friendly practices, with organic Merino wool and Merino/Tencel blends, consciously avoiding synthetic materials to minimize the environmental impact.

Product range includes long-sleeved and short-sleeved top & bottom (men and women), socks, balaclava, beanie, and neck gaiter. Woolf is selectively introducing a wider colour palette, whilst black is always going to be the core colour, offering universal appeal and timeless quality that complements a variety of styles.

“Your first layer is the most important and we’re excited to share the Woolf Merino difference with riders in the US and Canada, shaking up the baselayer game with top-notch quality and innovation. Our dedication to the environment aligns with the desire for better options, and we’re inviting snowboarders and skiers to experience Woolf’s unmatched comfort, whether on the mountain or off.” – Marco Cignini, CCO, Co-Founder.

Woolf’s deep roots in snowboarding comes from its hometown of Hemsedal, Norway, a mountain village in the Scandinavian Alps. Hemsedal’s demanding conditions have been both an inspiration and a proving ground for the collection.

Woolf Merino launched online last year, quickly gaining a strong presence in the Norwegian market. The products are also available at retail stores in Norway, Sweden, and across Europe. The global journey brings them to the United States and Canada, marking an exciting new chapter in Woolf’s expansion.

Woolf Merino is available across Europe and now also North America through the official website www.woolfmerino.com and selected retailers.