Ella's Wool

Wool is a Scandinavian-inspired kids clothing brand founded in 2012 in Brooklyn, New York, by Norwegian mother Becca Johansen, who missed the empty playgrounds of Brooklyn and wanted to share with American families the Norwegian secret to keeping children warm, happy, and outdoors year-round. The brand specializes in ultra-soft merino wool thermals, base layers, and leggings for babies and children from 0 to 10 years, sourcing its beautifully soft, machine-washable merino wool from Scandinavian designers and producers with a deep tradition in natural-fiber children's clothing. Ella's Wool is built on a simple but powerful Norwegian philosophy: a thin, soft layer of merino wool next to the skin is the most effective way to keep children comfortable through every season, making outdoor play possible and joyful all year long.