Company Research Report: Wool Rebel

Company Overview

• Name: Wool Rebel

• Mission: Change the way clothes are produced and create the world’s best urban sportswear to protect mountains and oceans for future generations.

• Founded by: Helena (former Art Director who ventured into wool insulation after an inspirational encounter with a shepherd, Johan)

• Key People: Helena (Founder), Charlotte de Besche (Head of Design and Co-Founder as of May 2024)

• Headquarters: No information is available

• Number of Employees: No information is available

• Revenue: No information is available

• What the Company is Known For:

• Specializes in clothing with 100% wool insulation.

• Developed the unique FÅRTEX® insulation made from leftover Swedish wool.

Products

Wool Insulation

• FÅRTEX®:

• High-level Description: FÅRTEX® is an insulating material made from Swedish farmers' wool, locally processed in Gotland and Småland.

• Key Features: 100% Swedish wool, eco-friendly, and designed to minimize waste from the wool industry.

Clothing Line

Women

• Awassi Jacka

• Price: 3,200 SEK

• Key Features: Wool-insulated jacket designed for urban sports.

• Dorset Fodrade Byxor

• Price: 3,200 SEK

• Key Features: Insulated trousers using 100% Swedish wool.

Men

• Reyland Overshirt

• Price: 3,200 SEK

• Key Features: Stylish overshirt with wool insulation for warmth.

• Beltex Fodrad Jacka Man

• Price: 4,400 SEK

• Key Features: Wool-lined jacket focused on insulation and style.

Accessories

• Southdown Keps

• Price: 800 SEK

• Key Features: Wool cap offering comfort and insulation.

• Poll Påsar x 3

• Price: From 350 SEK

• Key Features: Wool bags available in a set of three.

Recent Developments

• New Product Development:

• Engaged in product development with Wåhlstedts Ullspinneri in Dala Floda and Smart Textiles in Borås, aiming to create new wool products using sustainably sourced wool from Dalarna.

• The Swedish Wool Initiative:

• Wool Rebel is a participant in this project led by Axfoundation, aimed at promoting the use of Swedish wool across multiple industries such as fashion, furniture, and outdoor gear.

• Exhibitions and Awards:

• Wool Rebel’s first garment, Keb Västen, is included in the Textilmuseet’s new permanent exhibition focusing on sustainable fashion.

• Awarded by Bona Pustulata for their environmentally friendly and innovative products.

• Partnerships & Community Initiatives:

• Membership in Arena Svensk Ull to promote the use of Swedish wool and strengthen the economic interests of its members.

• Supports the community through the "Monthly Rebel" feature which highlights unique stories of individuals striving for innovation.

• Sustainability & Repair Service:

• Emphasizes sustainability by promoting long-lasting clothing and offering repair services for damages.

Overall, Wool Rebel focuses on innovative use of local wool resources, contributing to sustainable fashion practices and supporting Swedish wool growers. The company’s commitment to environmental sustainability is mirrored in its product development choices and community initiatives.