Woolove

OUR STORY

Born from a passion for online retail and innovative apparel, Woolove is proud to bring you premium Merino Wool baselayers at affordable prices. We meet with the top manufacturers to create meaningful products and import them to Canada. We think you will find our lineup is perfect for the demands of your active outdoor lifestyle.

ABOUT US

For anything from cycling and hiking to fishing, hunting, or skiing, we’ve got you covered with the most versatile items in your wardrobe. We are happy to have you with us on this exciting journey, now let's get outdoors and explore!

All of our products boast thermoregulating and antimicrobial properties - which just means they help keep you cool when its hot out and warm on those cold fall and winter days. The sweat won’t pool on your skin so the fabric won’t feel wet. You can also rest assured that our products are durable, will fit comfortably, are easy to maintain and won’t shrink or deteriorate in the wash.

ADVANTAGES OF MERINO

Experience the benefits of merino wool clothing. Our lineup is perfect for the demands of your active outdoor lifestyle.
Stay comfortable and stylish with Woolove.

Thermoregulating

By Thermoregulating we mean that Merino Wool, when worn close to the skin, will keep you warm when its cold outside and help keep you cool when it warm.

Antimicrobial

When we say antimicrobial, we mean that it doesn’t stink, really. Like we mentioned before, merino wool does such a great job of managing the moisture coming off your body in all temperatures.

Dries Quickly

Since Merino Wool fibres are super thin, some 15-23 microns thick, which is thinner than human hair by almost a third, they release water very easily.

Wrinkle Free

That’s right, because of the natural elasticity of merino wool, you won’t ever need to dry clean or iron. This feature makes it especially great for travel since you won’t need to worry about it getting wrinkled.

Machine Washable

Easy maintenance, just wash in a low temperature with your regular load of laundry and that’s it.

Durable

Cotton can only fold back on itself 3,200 times without breaking; meanwhile merino wool can fold back on itself 20,000 times or more without breaking, making it 6 times stronger.

No itch

It’s simple as that, because merino wool fibres are so thin, they won’t itch like your grandma’s old thick knitted sweater, something that’s unique to merino wool versus other types of wool.

UV Protection

Merino wool comes with other great features too like; static resistance, natural sun protection, it is non-allergenic, and is also biodegradable.

Versatility

Main point is that there are so many benefits to Merino Wool, from its moisture wicking properties to its low care maintenance, its softness, durability, and comfort, all work in your favour.

Hi everyone, my name is Jason Crowley (aka Jason from Woolove) and I started this business in 2018 built on an active outdoor lifestyle and a passion for e-commerce. I have too many interests (hiking, fishing, skiing, running…) and I know how quickly gear costs add up.

Shortly after discovering the magic of Merino Wool, I realized it could help me bridge that gap.

I saw its versatility and all the benefits of Merino Wool. I also saw how expensive it was and knew from my corporate experience that there was an opportunity to bring high quality, affordable, Merino Wool base layers to Canada, by removing the middleman and costly overhead.

While I learned a lot from working on iconic global brands and had a solid career path, I quickly grew tired of the same old corporate narratives and politics, claims filled with half truths, and unnecessarily big profit margins. I wanted to focus my energy on getting people to try on some Woolove, knowing that it can be worn for virtually any outdoor activity in Canada, and to encourage more people to go explore this amazing country. There are so many mental and physical benefits to being active outdoors!

It has taken me a few years to get to this point and I am so happy to be able to devote myself full time to this company, its exciting products, and our great customers. If it wasn’t for all your incredible support, this would never have been possible.

I care, a lot. When a negative review comes in, I want to fix it. When somebody gifts our product, I am honoured. When somebody has a great experience, it pushes me to find others who will feel the same way. I am there to receive, read, and respond to all your e-mails and I take great pleasure in that. When I say – ‘please don’t hesitate to reach out’ – I mean it!

I love Woolove and I love the outdoors. Less gear, less laundry, less $$$, less waste, more time outside enjoying the outdoors with friends and family. See you out there!

What Customers Say

Read what our customers have to say about our 100% Merino Wool Base Layer clothing. Check out our reviews and see why Woolove is the best choice for high-quality, sustainable clothing.

This shirt is awesome...

This shirt is awesome. Wore it for the first four of a five day trek on the WCT. Switched to my $120 Patagonia base layer on day five. When we finished I had to take off the Patagonia cause it smelled terrible (after 7 hrs of hiking) and put this shirt back on....Kept me warm and dried quickly. Worth every penny, I will be ordering more

Steve C.

Apr 26, 2019

Super soft, warm and comfortable...

I live in Manitoba, Canada where winter temps can reach -30C. So far we haven't had this temperature yet but some cold days with the windchill factor. I wear these leggings under windpants on those days. They are super soft, warm and comfortable. I thought they would be thicker knit but so far doing the job for warmth.

Rea U.

Jul 09, 2021

I was impressed...

I'm not the guy who's review stuff. But with this one i had to.The comfort, heat, thickness is 10/10 !!!I tough after a 6 hours of working outside it would smell horrible but .. nothing at all. I was impressed! Definitely will buy again. Merino is a gold standard for outside sport or workingI've ordered large and it fit awesome for me.I'm 5,7 Feet at 180lbs (not fat)

Julien B.

Sep 26, 2022

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