WOOLF MERINO BASE LAYERS F/W 2025/26 PREVIEW

Retail Buyers Guide: Base Layers F/W 2025/26 Retail Buyer’s Guide
Brand: WOOLF
Interviewee: Tord Olsen – CEO, Co-Founder Marco Cignini – CCO/CMO, Co-Founder

How was the 23/24 base layer market
The 23/24 base layer market was another exciting year of growth for us as a new and expanding brand. We kept building momentum across Norway, Europe, New Zealand, and the US, fueled by a strong demand for quality, high-performance gear. The snowboarding community has given us a lot of great feedback and made us feel welcome since day one. More and more outdoor enthusiasts are prioritizing sustainability and transparency, which has been a perfect match for our focus on ethically sourced Merino wool. It’s been incredible to see our commitment resonate so well with customers across different regions, driving our expansion and reinforcing the benefits of natural, sustainable fibers over synthetics. We truly believe Merino wool is a game changer.

Are there any new trends in base layers?
We’re seeing some exciting shifts in the base layer market for 24/25, and they fit perfectly with our focus on 100% natural Merino wool and Merino Tencel blends. Performance fabrics are getting smarter, offering lightweight, breathable comfort that adapts to your body’s needs, and our blends are right in step with that trend. Movement-ready designs are also a big deal, with stretchy, form-hugging layers that don’t hold you back. Plus, looser, more relaxed fits are on the rise, giving people the option to rock a casual style while staying adventure-ready. Softness and sustainability are two key factors for riders nowadays. The benefits from merino wool are deal breaking and continue to take center stage, with more people wanting eco-friendly options. Our renewable and biodegradable Merino fibers are perfect for those who want to care for the planet while staying cozy and comfortable.

What’s your base layer strategy for 2025/26?
To continue developing and driving base layer excellence together with our riders that are spending the time out in the elements and give us all that invaluable feedback. It is also important for us to educate our consumers about the great benefits of wearing Merino. As a Norwegian you grow up with your parents telling you that you must wear this wool garment, or you are going to freeze to death. Now as Norwegians who are born wearing wool, we are on a mission to export this rich culture to a wider audience. Woolf Merino’s 2025/26 base layer strategy is all about leveling up our game with natural, high-performance fabrics and a sustainable approach. We’re sticking with our core Merino wool and Merino Tencel blends but finding ways to make them even more durable and versatile for all-season use. Sustainability is non-negotiable, so we’re always improving our eco-friendly practices, like ethical sourcing and biodegradable packaging.

What are the key materials you are using?
At Woolf Merino, we focus on using super soft 100% natural Merino wool and our Woolf Merino Tencel blend because they offer the perfect balance of performance and sustainability. Merino wool is soft, breathable, and naturally regulates temperature, keeping you comfortable whether you’re on the slopes or out on a hike. We combine it with Tencel, a silky, eco-friendly fiber that enhances moisture-wicking and adds a smooth feel against your skin. Both materials are renewable, biodegradable, and naturally resistant to odors, making them not only great for the environment but also ideal for keeping you feeling fresh during long outdoor adventures. Tencel also makes the merino dry faster. We use this in key areas in our Performance range.

Do you have any tech innovations for 2025/26?
For 2025/26, Woolf Merino is bringing some exciting innovations to the table. We just launched a men’s Performance Merino Tencel T-shirt that’s incredibly breathable and moisture-wicking, perfect for warmer or more active days and we’ll be evolving that for women. Alongside that, we’re expanding our Merino Tencel line with sports bras, women’s briefs, and men’s briefs, designed for ultimate comfort and support with the same breathable, eco-friendly materials. And to top it off, we’ve got a few surprise products in the works that will continue to push the boundaries of performance and sustainability. We’re excited to offer more ways for you to stay comfortable and active, no matter the season.

What colours and patterns are you working with?
For 2025/26, we’re sticking with our signature color palette of darker earth tones and classic black, which reflect our connection to nature and the outdoor lifestyle. These timeless, versatile colors are perfect for blending into any environment, while still looking stylish. We’ll continue to offer a range of deep, rich hues that complement our brand’s natural, understated aesthetic. Our focus will be on softness, durability and versatility, so these colors can seamlessly transition from mountain adventures to everyday wear.

Key Products:

SVARTHETTA Performance Long Sleeve:
The Svarthetta Performance Long Sleeve is designed to keep you comfortable and dry through even the most demanding days. Made with a blend of Merino wool and Tencel, this base layer features ventilation zones that regulate temperature and wick away moisture. It also has thoughtful details like thumb loops to keep sleeves in place, raglan sleeves for mobility, and reflective branding for added visibility at night.

SVARTHETTA Performance Long Sleeve

SVARTHETTA Performance Pant:
The Svarthetta Performance Pant is all about comfort and performance. Crafted from Merino wool and Tencel, these leggings offer breathable moisture-wicking fabric that keeps you cool and dry on the move. With a gusset for flexibility, flatlock seams to prevent chafing, and a supportive waistband, these pants are perfect for any outdoor adventure.

SVARTHETTA Performance Pant

SVARTHETTA Balaclava:
The Svarthetta Balaclava is designed to keep you warm, dry, and comfortable in harsh winter conditions. Made with a blend of Merino wool and Tencel, it regulates temperature and wicks moisture away. Awarded “Best Natural Fiber Ski Mask” by Forbes Magazine, it features flatlock seams to reduce friction and reflective branding for visibility in low light. Perfect for skiing, snowboarding, or facing cold winds, it offers a winning combination of warmth, breathability, and comfort. The more detail, opinion, description & comment you give us, the more we can feature you.

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