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Our history
Woolpower’s journey has come with its challenges however, by believing in warmth, comfort, durability and sustainability, Woolpower has become Sweden’s largest apparel manufacturer.
The nylon factory in the north of Sweden
In the late 1960s, unemployment in Jämtland, a northern region of Sweden, was high. Many packed their bags hoping to find a better life in the larger cities to the south. Some refused to leave.
Those who stayed, rallied around the idea of building industry in Jämtland. In 1969, the Cooperative Association (KF) decided to establish a factory in the town, focusing on the production of nylon stockings. That factory was what is now Woolpower and is the beginning of our story.
From setback to triumph
The 1970s
In the 1970s, many textile companies chose to move their production abroad for economic reasons. However, Vinetta, as Woolpower was known then, decided to go against the trend and continue its production in Sweden.
The first years went so well that in 1971, Vinetta expanded its product line and 64 new knitting machines were purchased to knit a thicker nylon stocking. However, a year after this major investment, jeans entered the market and the interest in nylon pantyhose waned.
Vinetta faced significant challenges. Despite the decline in sales, they dared to invest once again. This time, they purchased 42 machines capable of knitting terry socks. Initially, they only knitted socks made of cotton and acrylic terry, but this was eventually replaced by wool terry (now known as Ullfrotté). The Ullfrotté Original material was developed in 1972 together with the Swedish army, doctors and scientists to create a material that could keep the soldiers warm.
Ullfrotté is a unique knitting technique that traps a lot of air in the material, making the socks unusually warm.
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Ownership change, acquisitions and the beginning of something new
The 1980s
While the factory in northern Sweden had embarked on a new knitting technique, international competition was rapidly increasing. The 1980s became a turbulent decade with many ownership changes for the stubbornly persistent sock factory continuing its production in Sweden.
Despite the investment in terry socks, Vinetta faced tough years in large part because its competitors were outsourcing many manufacturing processes to countries that didn't have Sweden's contractual wages, sick leave and paternal leave mandates.
However, the belief in Swedish industry has always been strong. Instead of following the trend and moving production abroad, Vinetta invested more in specialty products. They transitioned from manufacturing only socks to also including base layers. This change laid the foundation for the range of products that Woolpower offers today.
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Pioneering sustainability
The 1990s
In the mid-90s, the company began to take shape into what Woolpower is today. Thanks to the new heat-insulating material Ullfrotté, new products were developed to support the socks and base layers that were already being made.
In the 90s, the company was bought by three factory employees. The new owners saw opportunities to further develop products made from Ullfrotté, and the company changed its name to Ullfrotté AB.
During this period, several efforts were made in terms of product development and sustainability. Initially, the focus was on creating products from organic cotton and, later, organic wool. Ironically, it turned out that these efforts were a bit ahead of their time, and consumers did not demand the products that had been developed so Woolpower chose to focus entirely on Ullfrotté, which became the name of the company.
In 1998, the clothes began being signed with the names of those who sewed them, and the sewists became their own quality controllers. It was something that wasn’t very noticeable at the time, but today it is a very significant part of the work in highlighting the people behind the garments.
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New ownership and international success
The 2000s
A new owner, organization and management team took over in the 2000s, actively working to build a stable and secure company with a strong focus on the people behind the garments.
In the early 2000s, the company was sold again. The sole owner became Gränsforsgruppen with Gabriel Brånby at the helm.
A new organization and management were established with current owners Adam and Daniel Brånby in the leadership team. Neither Adam nor Daniel had any knowledge of the textile industry, but taking over a well-oiled machine with skilled and loyal employees allowed them to focus on their strengths: marketing and organizational skills.
Significant investments were made to build a stronger and more stable organization.
Additionally, a comprehensive approach was taken toward the brand. “Ullfrotté AB” performed poorly as a name in the international market. It did not clearly associate with wool and was difficult for many to pronounce. In 2006, the name Woolpower was launched along with the successful marketing campaign “Fryser du? Så onödigt!” (“Freezing? Why?”).
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Responsibly made in Sweden
The 2010s
From the outset, the Woolpower factory in Östersund has aimed to foster growth and employment opportunities in the region. Since 2010, Woolpower has also actively worked to promote integration, and today it stands as a significant international workplace.
In 2010, Adam and Daniel became the new owners of Woolpower. Both are driven by strong values that are reflected in the company’s vision and business idea—Swedish production with a focus on high quality and the people behind the products.
Demand for Woolpower’s products surged during the 2010s, leading to a pressing need for more personnel. As sourcing sewing skills within Sweden became increasingly challenging, the company’s philosophy was put to the test. The solution was to recruit personnel from countries where the skills existed but job opportunities were lacking.
In recent years, Woolpower has actively worked to harness the expertise brought by immigrants. With its core values intact, Woolpower has become a key player in integration and collaboration for newcomers within Swedish society.
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An unique investment for the Swedish textile industry
The 2020s
In 2021, Woolpower undertook a unique initiative for the Swedish textile industry by constructing Sweden’s largest clothing production factory. Through this new facility, Woolpower gained a larger platform to advocate for its values of sustainable, Swedish production.
During the 2010s, the company expanded further and realized it was time to move to new premises capable of handling larger-scale production. Once again, the owners chose to retain production in Östersund. As one of the few textile factories remaining in Sweden, and the only one with large-scale sewing production, Woolpower continues to defy conventional practices in the clothing industry.
Keeping production in Sweden was also a statement: As a company, it’s important to take responsibility and act in a way that contributes to a bright future. We are proud of our business model and want to demonstrate that it’s possible to produce clothing in a sustainable and profitable manner in Sweden.
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Sustainability and international expansion
The Future
Today, Woolpower has a presence in 16 countries, including the US, which it entered in 2026.
While we continue introducing new products that complement those that we already produce, we are very careful about what we add to our product line. Sustainability and quality drive everything we do. We know that the most sustainable garment is one that is never thrown away and in an effort not to support over consumption, we rarely introduce new colors that might encourage someone to replace something that they already have.
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About us
Learn more about Woolpower)