Seattle-based Merino wool company launches plastic-free outdoor gear

An expensive pair of underwear is responsible for the birth of Seattle-based Merino wool company, Woolly, co-founded by three outdoor-loving friends in 2013. When avid skiers James Kelly and Mike Kudriavtseff each received a pair of Merino wool underwear for Christmas one year, they fell immediately smitten with the fabric, but not so much the $75 price tag.