Our story

Wool rebel creates quilted clothing for the sporty urbanite. Every garment is padded with our own proprietary wool insulation, FÅRTEX®.

To launch
Wool rebel

It all began on an ordinary morning in 2018. Helena was dropping off her kids at school when she met another parent, Johan, who turned out to be a sheep shearer. What a wonderfully unusual job! Meanwhile, she was heading to her office to work as an Art Director. Johan explained that sheep need to be sheared at least once a year for hygiene reasons, but almost all the wool is thrown away.

What a waste of such an amazing material. She got a sack of wool and started hand-carding it, dreaming about what she could create with all that wool. The idea took root when Helena realised the potential of this untapped resource, a natural, warm, and durable fiber, and launched the clothing brand Wool Rebel.

FÅRTEX®
Wool insulation

The first step was developing FÅRTEX®, a wool insulation made from 100% Swedish wool, completely free from plastic. It required countless tests and prototypes, both to needle the wool without using melt fibers (plastic) and to quilt it with the fabric. Once achieved, the focus shifted to designing the clothing, and Charlotte joined as a co-owner.

In house
Design

Charlotte is Wool Rebel's in-house designer. With extensive experience in the fashion industry, she ensures that every detail is carefully considered, from the perfect fit to the small and essential details for enhanced functionality. She gives Wool Rebel a modern, urban design with a focus on sustainability and local roots.