Norrøna's PureUll fabric—ull being the Norwegian word for wool—is a unique material developed for their baselayers, focusing on combining performance, comfort, and durability for outdoor use.
The Material and Innovation
- Core Properties: Norrøna redeveloped an existing wool fabric from the ground up to create PureUll, which is specifically designed to be super soft and non-itchy like traditional wool.
- Technical Innovation: The fabric achieves its unique properties through a special spinning method that counteracts tension, resulting in a super flat, compact, and durable material. This construction mitigates "hairiness," improves the garment's drape, and makes the fabric lighter and stronger.
- Performance: PureUll provides warmth, excellent breathability (preventing overheating), improved UV protection, higher bursting strength, and superior moisture management.
Sustainability and Supply Chain
While the book Local, Slow and Sustainable Fashion advocates for hyper-local sourcing, Norrøna demonstrates some models focused on real responsible, controlled, and transparent sourcing can work sometimes.
- Responsible Sourcing: The Merino wool used in PureUll is both Oeko-Tex® and RWS-certified (Responsible Wool Standard), ensuring ethical and sustainable farming practices.
- Worldwide, Transparent Chain: Norrøna maintains a clear and controlled supply chain:
- Wool Source: Sheep in South Africa.
- Spinning: A family-run business in Italy spins the yarn.
- Fabric Weaving & Product Production: A factory in Lithuania weaves the fabric and produces the final garment (the "Norrøna factory").
- Testing and Longevity: The company’s core value is quality and longevity. PureUll is strictly tested in Norrøna's in-house lab for shrinkage, pilling, abrasion resistance, and washing durability (simulated through the Dynawash machine) to ensure the product lasts for years.
Riding Norwegian coastal ridges and stairs with Rémy Métailler and Geoff Gulevich
Connection to Corporate Vision
The development of PureUll aligns with Norrøna's stated goal in its Roadmap 2029 to become the "most responsible outdoor company." It represents an industry-side commitment to quality, controlled sourcing, and ensuring product longevity to reduce replacement cycles.
How we make our PureUll wool fabric.
