Tuesday, January 14, 2025
Wool, a naturally high-tech fiber for Woola
In countries across Europe, up to 90% of wool is destroyed because it is deemed to be of insufficient quality for the textile industry. However its elasticity, water repellency and resistance to extreme temperatures make it an ideal material for packaging precious and fragile items.
More than packaging, a change in mentality
Woola drew its inspiration from this observation and decided to offer a chic and sustainable alternative to polluting and single-use plastic packaging. The company relies on local production, using only wool waste from Estonian farms, which is responsibly produced and collected. Finally recycled, they become reusable and recyclable packaging that degrades much faster than plastic. By the end of 2024, Woola is committed to eliminating PLA (a biodegradable binding agent) from its production to switch to 100% wool products, aiming for zero waste production and optimizing its delivery processes to further reduce its environmental impact. The next step will be to have wool materials certified for home composting.
Better packaging
Woola is certified B Corporation, and its packaging is used by premium brand of luxury, cosmetics, eyewear and jewelry, to protect fragile items during shipping.
The product line includes a variety of Wool Envelope formats, perfect for packaging small fragile itemslike jewelry, eyewear or accessories. They consist of two glue-free layers that are easy to separate. The inner layer, made of wool waste, protects, while the outer layer, made of FSC-certified paper, displays the brand’s identity.
Customized formats and new concepts are constantly being developed by Woola to meet the needs expressed by brands.
After winning the LVMH Innovation Award in the “Sustainability & Greentech” category in 2023, Woola joined the LVMH Group’s business accelerator La Maison des Startups and began collaborating with two of the Group’s brands.