Norway native Vibeke K. Johansen created Ella’s Wool in 2012 out of pure frustration. When Johansen moved to Brooklyn, she noticed that all the children disappeared from the playground in the wintertime, when back at home, kids would play outdoors even through the most frigid season. The Norwegian secret? Thin, pure merino wool right against the skin, underneath the clothes which is largely unavailable in the US. So she set out on a mission to shout wool’s praises from every rooftop so that even American kids can play outside all year long.
6 December 2012