Why wool?
Wool is one of the oldest and most sophisticated natural fibres in existence. Naturally temperature-regulating, it keeps you warm in winter and cool in summer by trapping air within its crimped fibres and releasing moisture as the climate demands. Unlike synthetic alternatives, wool is inherently breathable, odour-resistant, and flame-retardant — without chemical treatment.
When responsibly sourced, wool is also fully biodegradable — breaking down naturally at end of life and returning nutrients to the soil. At HUG, we select wool pieces from brands that prioritise animal welfare, traceability, and sustainable land management.
Types of wool you’ll find here
Our wool edit spans a range of weights and fibres — from fine merino and lambswool for next-to-skin softness, to bouncier Shetland and textured tweeds designed to last decades. Each fibre has its own character; each piece is chosen for longevity and considered design.
Caring for wool
Hand wash or machine wash on a wool/delicate cycle at 30°C using a specialist wool detergent. Never wring or tumble dry — lay flat to dry to preserve the shape and avoid felting. Store folded rather than on a hanger, and use a natural cedar block to deter moths.
Buy less, choose well
A well-made wool piece is one of the most enduring investments in a sustainable wardrobe. Cared for properly, wool garments improve with age — softening, moulding to the body, and developing a character that synthetic fibres simply cannot replicate.
