About Us

Thanks for visiting Ella’s Wool!

Ella’s Wool was started back in 2012, about a year after I’d moved to Brooklyn, NY from Norway with my husband Christian and two kids, Ella and Mikkel.

The reason for starting Ella’s Wool was because I couldn’t bear to see the empty playgrounds in Brooklyn during wintertime anymore.
I was curious why there wasn’t anybody around and started to ask neighbors and other parents I met what kind of merino wool brands they usually bought for their kids and where from. The most common answers were: “What is merino wool?” and “We don’t wear wool because it’s itchy”. (It's not).

Then I understood that we dress almost the same, except for one thing, - Norwegians dress their kids in a soft merino wool layer underneath the under clothes to keep them warm.

A thin layer of soft, machine washable merino wool is the most common thing to put on your kids in Norway.

At the daycares, over there it’s required to wear thermals as a base layer because they go out to play, even nap, for hours even if the temperature goes as low as 16F° (-9C°). They (the schools) have learned over the years that merino wool is the warmest and best solution when it comes to thermals.

In Norway merino wool long base layers are so common that you can buy it at the grocery store during the winter time.

Don’t hesitate to contact for more information at:

[email protected]

Warm wishes,


Ella’s Wool


Vibeke Kvam Johansen

Read Why Wool? to see what it's all about.