“More Wool, Less Plastic”
Woolly’s Circular Path Toward Regenerative Clothing
Fast fashion has become one of the most extractive industries on the planet. It thrives on synthetic fabrics, plastic packaging, and disposable business models that strain ecosystems and people alike. Against that backdrop, Seattle-based Woolly Clothing is charting a different path. It’s one built on merino wool, circular practices, and a growing community of loyal wearers.
Woolly’s tagline - “More Wool. Less Plastic.” - sets the tone. Their products replace synthetics with natural merino fibers, ship in recyclable packaging, and come with a resale/donation and recycling pathway. Membership in the “Sheep Squad” community keeps customers engaged, while certifications like Responsible Wool Standard (RWS), Woolmark, and OEKO-TEX anchor their quality and safety claims.
But our question is: how far along the regenerative path are they really? And where could they go next?
Mapping Woolly on the Regenerative Innovation Canvas
Habitat & Living Systems
Woolly prioritizes natural over synthetic. Their plastic-free packaging and “WellWorn Woolly” take-back program help reduce waste. Yet some consumers have noted inconsistencies in packaging practices, and facilities data (energy, water, waste) isn’t disclosed.
Food, Water & Nutrient Cycles
Wool’s biodegradability is a clear strength. Returns are resold or donated; recycling pilots give garments a second life. Still, no protocols exist for composting or dye wastewater management.
Climate & Energy Balance
Merino’s “wear more, wash less” qualities reduce washing impact. But to our knowledge, Woolly hasn’t measured or published its greenhouse gas footprint, energy sourcing, or shipping impacts.
Biodiversity, Health & Resilience
RWS certification ensures baseline animal welfare and land care. Woolmark and OEKO-TEX add credibility. But Woolly doesn’t yet trace its supply to named regenerative farms or report on soil health, carbon, or biodiversity.
Knowledge, Innovation & Evolution
Customer education is a strength. Their “Merino Magic” pages explain fiber benefits, while warranties and resale pathways promote longer product life. E-commerce case studies highlight their data-driven innovation mindset.
Kinship & Culture
The Sheep Squad builds belonging with perks and identity. But it’s a loyalty program, not a cooperative or co-governed model. Farmers’ and workers’ voices are still missing from the story.
The Elastane Question
Most Woolly products are 95% merino wool / 5% elastane. That 5% makes garments fit better, stretch, and recover. But elastane is a petroleum-derived plastic fiber: non-biodegradable, unrecyclable, and a contributor to microplastic pollution.
Consumers have already flagged inconsistencies: even some garments labeled as 100% merino online arrived as 95/5 blends. This confusion erodes trust and underscores the need for clear labeling and next-generation stretch solutions.
Emerging alternatives exist:
Natural rubber elastic in trims (compostable).
Nuyarn® and engineered knits that create stretch without synthetics.
Degradable elastane (ROICA V550) or bio-based stretch fibers (Kintra Fibers) that reduce persistence.
For Woolly, tackling elastane is one of the clearest steps from circular to regenerative.
Woolly’s Regenerative Transformation Pathway
So where can Woolly go from here?
From Certified to Regenerative Wool
Partner with named farms and share their soil, grazing, and biodiversity practices.
Explore ZQ, Nativa Regenagri, or ROC certifications.
Circularity to Compostability
Shift trims to natural rubber elastic.
Launch an elastane-free capsule using Nuyarn® merino.
Report on WellWorn Woolly results: garments collected, resold, recycled.
Climate Accountability
Measure Scope 1–3 emissions, disclose shipping modes, and set SBTi-aligned targets.
Trial slower launch calendars to avoid air freight reliance.
Labor & Transparency
Publish supplier lists, audit summaries, and remedy actions.
Move beyond BSCI audits to Fair Trade or SA8000.
Community to Kinship
Give Sheep Squad members a voice in capsule design or surplus allocation.
Integrate farmer and ecosystem stories into brand communications.
Why Woolly Matters
Like what we saw in our blog about Heirloom in coffee, Woolly is changing the story of a daily product. Every merino tee, tank, or pair of briefs sold replaces a synthetic alternative which serves as an important shift in a sector where polyester and nylon dominate.
Clothing is a critical frontier for regenerative innovation. If Woolly can bridge the gap between circular practices and regenerative ecosystems, they could become a model for how apparel brands pivot away from fast fashion’s extractive logic and toward a truly living economy.
Carom’s Takeaway:
Woolly is a brand in motion. They’ve built a foundation of certifications, community, and circular practices that place them above most apparel peers. But regenerative innovation demands more: traceable landscapes, transparent labor, climate accountability, and truly compostable materials. The opportunity is right in front of them.
Ready to reimagine what innovation looks like in your world?
The Regenerative Innovation Canvas isn’t just for food or fashion. It’s a tool for any organization ready to redesign its logic for living systems. If you’re building something that could benefit from this lens, I’d love to connect. I’m also offering short, interactive workshops that who how to bring the Canvas to life. It’s a quick way for teams, students, or conference groups to experience the shift from extractive to regenerative thinking.