Woolf Merino Base Layers F/W 2026/27 Preview

Retail Buyers Guide: Base Layers F/W 2026/27 Retail Buyer’s Guide
Brand: Woolf Merino
Interviewee: Tord Olsen CEO / Matt Pain CMO

How was the base layer market in 2024/25?
We saw steady growth in the market though 24/25 despite the northern hemisphere experiencing a challenging winter. This growth was driven by an increased participation in sports / outdoor activities, demand for moisture wicking / thermal fabrics and trends towards sustainability. For Woolf, we saw growth outside Scandinavia, with new distributors in central Europe together with Taiwan and New Zealand.

Are there any new trends in your segment?
There’s still a strong push toward sustainability in this segment, and it’s great to see. We’re also noticing more brands starting to blend their fabrics to improve performance — something we’ve been doing since day one. That attention to detail has helped us connect not only with the ski and snowboard community, but also with a wider outdoor and nature-focused audience. More people are waking up to the benefits of Merino wool. One thing we believe still hasn’t fully caught on is that Merino isn’t just for winter — you can wear it all year. It’s more functional, practical, and comfortable than cotton. We wear our Woolf Merino tees year-round, not just outdoors but also in the office. The comfort is unbeatable.

What are the key materials you are using?
Merino wool and TENCEL™ make a perfect natural performance combination, while Merino brings its properties of moisture management, door control and comfort, TENCEL wicks moisture and transmits heat effectively – keeping temperature down to create a comfortable micro climate against your skin. This blend is stronger, cooler and dries faters than 100% Merino, making it ideal for any season.

Do you have any innovations here for 2026/27 or other tech news?
Yes, we are on a mission to release the softest and most comfortable underwear on the market. We are mixing our award winning Merino/TENCEL™ mix to create just that.

What colours and patterns are you working with?
We will always stay with black, and keep it clean and subtle. But we are also introducing more earthly colours together with a navy colour. The reason for this is not just because we love black but because we aim to create timeless pieces. Our 2026 line doesn’t differ greatly from the 2025 line. This means last years product remain just as relevant this year. We like to keep things clean and simple.

Key Products:

Svarthetta Balaclava:
After years in the mountains searching for the perfect balaclava, we decided to build it ourselves. The result is The Svarthetta Balaclava. We engineered the top section — the part that sits under your helmet or beanie — using our Merino/TENCEL™ blend for maximum comfort and temperature regulation. The same ultra-breathable Merino/TENCEL™ fabric is used across the mouth and face to reduce moisture build-up and make breathing easier. For warmth exactly where you need it, the neck and side panels are crafted from 100% Merino wool (200gsm). The Svarthetta breathes where it should, insulates where it matters, and performs in all conditions. And it’s not just us who think so — Forbes Magazine named it the Best Natural Fiber Balaclava.

Svarthetta Balaclava

Svarhetta and Nibbi Perfomance LS:
Our go to technical long sleeve for performance. We have taken into consideration all the parts where your body sweats the most, it regulates temperature and efficiently wicks moisture in high heat. We body-mapped gender specific TENCEL™ venting uniquely for men and woman to increase breathability and comfort. The Svarthetta is the male version while the Nibbi is for the ladies.

Svarthetta LS

Ulsaak Tech Sock:
Our technical over-the-calf ski and snowboard socks — named “Best Ski and Snowboard Sock” by Forbes Magazine — are built differently from everything else out there. While most performance socks use only 30–40% Merino, we went the opposite direction and packed in 90% Merino wool. The result: significantly more warmth, comfort, and natural performance. The Ulsaak Tech Sock is engineered specifically for skiing and snowboarding, with enhanced durability, a performance-driven fit, and a cushioned seamless toe for all-day comfort. And with one of the highest Merino contents of any snow sock on the planet, it’s designed to perform in the coldest conditions.

Nibbi LS