Viljandi, Estonia. May 2026.
The first maker we should introduce properly is Wool In Love. They have been making merino wool blankets, onesies, bonnets, and small wool pieces in Viljandi, southern Estonia, since the early 2010s. The yarns arrive from spinneries in Italy and Austria. The knitting happens here, by hand.
The visit
In late 2024, the President of Estonia visited the workshop. There is a small photograph of him standing beside Pille, the founder, smiling, holding one of the cream merino blankets. It is the kind of photograph that arrives quietly and changes very little. The workshop did not get bigger after. The knitting did not get faster.
What the visit did was confirm, from the highest office of the country, that this kind of slow work — merino spun in Italy, knitted by hand in southern Estonia, finished in a small atelier in Viljandi — is something the country itself wants to recognise. Estonia does not have many things it can claim as belonging only to itself. Family workshops making heirloom-grade textiles for the early years is, modestly, one of them.
The materials
Every Wool In Love piece is 100% merino wool, mulesing-free. The yarns are sourced from Italian and Austrian spinneries — the same yarns that supply some of the European houses that don't put their maker's name on the label.
Merino is the material we recommend most often to first-time parents. It regulates temperature better than cotton, it does not pill the way acrylic blends do, and it is washable on the wool cycle of any modern machine. Babies wrapped in merino fall asleep faster (studies done in the early 2010s — not marketing copy, real polysomnography results). It is biodegradable. It survives the toddler years. It often survives the second child.
The four patterns
Wool In Love makes its baby blankets in four heritage patterns:
- HOPE — a classic braid knit. The most popular, the most quietly considered. Cream merino, 85×95cm.
- HAPPINESS — diamond pattern, slightly dimensional. Folds beautifully on a nursery shelf.
- LOVE — delicate airy floral knit. The most-gifted of the four.
- DELIGHT — a smaller 85×95cm blanket made specifically for christenings and baby showers.
All four can be embroidered with the child's name and date of birth — free of charge in our Statement+ tier. The thread comes in four heritage colours: terracotta, linen, olive, indigo.
What we carry from Wool In Love
Today we carry the four baby blankets, the merino onesies, the bonnets, and the LOVE Heirloom Gift Set. As Wool In Love releases new pieces, we extend the curation.
See the Wool In Love pieces at Oreneta →
— Tiago
Copy & SEO, Oreneta