Published: Feb 4, 2026
At Norrøna, we believe that true innovation comes from the details you often overlook. One such detail is the PureUll fabric, a unique wool material that combines outstanding performance, comfort, and durability.
Our PureUll fabric stands out because it’s soft and comfortable and doesn’t itch like traditional wool. The fabric provides warmth when you need it, and its excellent breathability prevents overheating, making it perfect for active days outside. The light fabric is ideal as a baselayer for hiking, skiing, or everyday wear in cooler weather. In pureUll garments, you get a high-quality, long-lasting piece that’s comfortable on most outdoor adventures.
Oh, in case you didn’t catch it yet; Ull is Norwegian for wool.
To learn more about how PureUll came to life, we sat down with Shahnewaz Emon, Material Developer at Norrøna. Emon, who holds a degree in Textile Engineering and a Masters Degree in Sustainable Manufacturing from Norwegian University of Science and Technology (NTNU), is one of those people who are truly passionate about finding the right fabric for the intended use.
— Every new material at Norrøna begins with a design brief from our R&D Director. This document outlines the idea behind the product, features, performance parameters, and fabric directions for a product, Emon explains.
Based on the brief, Emon and the material developers start to source potential fabrics from trusted suppliers, before narrowing down the options that will be presented to the design team and managers. During this process, Emon ensures that every fabric meets not only technical performance requirements but also aligns with Norrøna's pillars of sustainability and quality.
Responsible sourcing is important to us at Norrøna. The merino wool used in PureUll is Oeko-Tex® and RWS-certified (Responsible Wool Standard), ensuring ethical and sustainable farming practices. The wool comes from sheep in South Africa, spun into yarn by a family-run business in Italy, and woven into fabric at a factory in Lithuania, and then the finished product is produced in the Norrøna factory, which is also in Lithuania. This transparent and controlled supply chain guarantees that every step is sustainable.
From pure Wool to PureUll
—The PureUll story started with an existing wool fabric that we improved - we re-developed it from the ground up, creating a unique fabric only found at Norrøna, Emon says. — By using a unique spinning method, which counteracts each other’s tension, the result is a super flat, compact and durable wool fabric.
This construction mitigates hairiness, improves drape (how the garment lies on your body), and makes the fabric lighter and stronger.
The PureUll also offers improved UV protection, higher bursting strengths (resistance to pressure and stretch), comfort, moisture management and warmth.
How do we test the fabric?
A Norrøna product is developed to last for years. The clothing needs to withstand the harshest conditions with our most demanding users who wear Norrøna garments in everything from record-breaking expeditions to the South Pole, to easy hikes in the local forest.
Before any fabric is approved, it undergoes testing in Norrøna's in-house lab. PureUll has been tested strictly and rigorously for shrinkage, pilling, abrasion resistance, bursting strength, and washing durability (this is simulated in a Dynawash machine that simulates numerous laundries in a shorter time than a normal laundry takes).
PureUll reflects Norrøna's values
PureUll is found in a large selection of Norrøna’s baselayers, which is the inner layer that you wear closest to your skin. Comfort, breathability, durability, and warmth are keywords that reflect the PureUll garments.
As stated in our Roadmap 2029, the goal is to be the most responsible outdoor company. Without nature, there is no us.