Woolly Clothing Co. Released Fall Merino Collection
The Seattle-based apparel brand has launched its latest line and appointed a new public relations agency.
Updated on Oct. 13, 2026 in Fashion
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Seattle-based Woolly Clothing Co. has released its FW2026 merino wool apparel collection and appointed Forte Mare PR as its first agency of record. The brand, founded in 2013, aims to transition consumers away from synthetic materials toward sustainable wool alternatives.
Why it matters
The hiring of a public relations firm signals a new chapter of focused growth for the apparel company. By expanding its media presence, the brand intends to increase its market reach heading into spring 2027.
The new collection features apparel composed of 95 to 100 percent merino wool, with specific women's items containing 5 percent elastane. The clothing utilizes ceramic buttons and carries both Woolmark and Responsible Wool Standard certifications.
The players
Woolly Clothing Co.
An apparel company headquartered in Seattle that specializes in manufacturing garments made from merino wool.
Forte Mare PR
A public relations agency hired as the first agency of record to manage national media relations and creator partnerships.
The details
The FW2026 lineup spans basics, underwear, athleisure, and lifestyle pieces, all utilizing certified merino fibers. Woolly maintains a direct-to-consumer model, selling its full catalog through its own website and Amazon to preserve pricing structures.
Timeline
Woolly Clothing Co. was founded in Seattle in 2013.
The FW2026 collection and new agency partnership were unveiled on October 13, 2026.
The company expects a new phase of growth to begin in spring 2027.
Culture Shift
This move reflects a broader industry trend where brands are prioritizing sustainability certifications to distinguish their products in a competitive market. By adopting the Responsible Wool Standard, the company aligns itself with growing consumer preferences for ethically sourced natural fibers.
Seattle residents and customers can find the new FW2026 items directly through the brand website or Amazon. Shoppers should note that the company utilizes specific fabric weights, such as the 360 GSM Flex density for leggings, which may impact sizing and seasonal layering choices.
The takeaway
Consumers looking to build a more sustainable wardrobe can prioritize garments with high merino wool content that carry verified ethical certifications. These natural fibers offer a durable and biodegradable alternative to traditional synthetic everyday wear.
Further reading
For more trends in the industry, see the latest updates in Fashion.
More information
View the complete FW2026 catalog at the Woolly Clothing Co. official website.
Source note: This article includes information reported by The Manila times.
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