Why Merino Wool
We create a world where fashion is synonymous with responsibility towards nature, the welfare of both people and animals and where craftsmanship prevails. Together, we believe our actions today pave the way for a better tomorrow, so we can create a brighter future for generations to come.
Farmed regeneratively. For you and the planet.
A Journey Rooted in Regeneration
At Durable Journey, we believe clothing should give back to the planet. That’s why our merino wool comes from NATIVA-certified farms in Uruguay, where regenerative farming restores soil health, captures carbon, and supports biodiversity.
Through rotational grazing and responsible land care, these farms help rebuild ecosystems rather than depleting them. With NATIVA’s strict certification, we guarantee high standards for sustainability, animal welfare, and social responsibility.
By choosing Durable Journey, you support a regenerative future—where every piece of clothing helps heal the earth.
Combing mills
The Art of Wool Preparation
At the combing mill, raw wool is cleaned, sorted, and expertly aligned to create premium-quality fibers.
Through careful cleaning, carding, and combing, shorter fibers are removed, and only the finest, longest strands remain—ready to be spun into soft, strong, and durable yarn. This meticulous process ensures every garment made from our wool feels better, lasts longer, and has a smaller environmental footprint.
Craftsmanship starts here—where raw nature meets refined quality.
Spun & Treatment in Italy
Spun for Performance
In Biella, Italy, our wool undergoes X-Care® treatment and spinning to elevate its natural performance.
X-Care® is a gentle, eco-friendly finish that enhances softness, strength, and durability—without compromising the wool’s natural breathability. After treatment, the fibers are expertly spun into fine, even yarns that ensure every garment is both luxuriously soft and made to last.
True quality begins with how it's made.
Knitted in Denmark
Knitted in Denmark
Our fabrics are knitted in Ikast, Denmark—a town known for generations of textile craftsmanship.
Here, precision and care come together to create dense, durable knits that enhance the natural performance of merino wool. The result is a fabric that feels better, lasts longer, and stands up to daily life.
Crafted close to home, with quality at every stitch.
The Durable Journey collection is based on creating clothing of the future, where durability and functionality go hand in hand with an aesthetic expression that can be used in the various facets of everyday life. Whether you’re commuting through the city streets on your cargo bike, delivering a presentation at the office, or taking a walk in the woods, we design timeless products with the modern man in mind.
Our Transparency
At Durable Journey, transparency is at the core of everything we do.
At Durable Journey, transparency is at the heart of everything we do. We embrace the critical questions and feedback we receive from our community as an opportunity to grow, clarify, and improve. Our goal is to openly share answers to the questions that matter most, addressing them here in our FAQ. If you have a question, don’t hesitate to reach out—we’re here to listen and innovate together. Thank you for being part of the journey toward a more thoughtful and responsible future.
At Durable Journey, our supply chain is carefully designed based on our core values: quality, responsibility, and a dedication to regenerative transformation.
We begin by sourcing our merino wool in Uruguay, where we collaborate with farmers practicing regenerative methods. This means we actively contribute to CO₂ sequestration, increased biodiversity, and improved conditions for both animals and people. This commitment forms the foundation of our mission and is our most significant contribution to a more responsible future.
Once the wool is harvested, it is sent to Italy, where it is spun and treated to create products that are easy to maintain and wash. Next, it is transported to Denmark, where skilled craftsmen knit the material close to our product development team, ensuring quality at every stage. After knitting, the wool is dyed in Poland according to GOTS standards, guaranteeing an environmentally and health-conscious process. Finally, the products are sewn together in Ukraine by highly skilled professionals.
We understand that transporting between these locations adds to our overall environmental footprint. It’s a factor we continuously assess and strive to improve. Starting a new company requires big dreams, but also operating within our financial constraints. The solution we have today may not be perfect—but it is the best we can achieve with our current resources.
We are committed to always being critical of our processes and focusing on improvement. We see this as part of our journey to find solutions that balance quality, responsibility, and cost, enabling us to fulfill our ambition of making a positive difference.
We hope this answers your question and provides insight into our decisions. If you have more questions, please don’t hesitate to contact us.
Regenerative agriculture is a holistic approach to farming that focuses on restoring soil health, promoting biodiversity, and enhancing the resilience of ecosystems.
Rather than simply minimizing environmental harm, regenerative agriculture actively works to rebuild and improve nature—from soil microbiology to wildlife and the surrounding landscape.
In Uruguay, where Durable Journey collaborates with farmers through NATIVA certification, regenerative agriculture is a cornerstone of our supply chain. These farms follow practices that sequester CO₂ in the soil, reducing the climate footprint and combating global warming. At the same time, they create better conditions for animals, which graze freely in their natural environment, and ensure that biodiversity on the land thrives.
NATIVA's standards guarantee a commitment to the environment, animal welfare, and the people involved in production. This includes rotational grazing, which protects the soil from erosion and enhances its ability to retain water and nutrients, making agriculture more resilient to climate change.
By supporting regenerative agriculture in Uruguay, we are not only producing materials of the highest quality but also contributing to a sustainable future for local communities and the planet as a whole. It is a long-term investment in both nature and the people who depend on it.
Producing a classic white t-shirt requires chemical bleaching and processes that can have a significant environmental impact.
At Durable Journey, we choose to focus on the natural beauty of our materials and minimize unnecessary chemicals in production. Instead, we offer our products in their natural or gently dyed states, reflecting our commitment to responsible manufacturing methods.
Our mission is to create products at the highest level while ensuring fair pay for everyone involved in the process.
However, this level of craftsmanship naturally comes with a high production cost. That’s why we’ve chosen a different approach to mark-up compared to the traditional fashion industry.
For example, when you purchase a Globe Boxfit T-Shirt for 580 kr., its production cost is 263 kr., resulting in a mark-up of 2.2x. In contrast, the standard mark-up in the fashion industry is 4-8x. This means we carefully consider every step in our cost base to ensure efficiency without compromising quality.
In the end, our goal is simple: to craft exceptional products and offer them at a fair price, so more people can enjoy the comfort and durability of premium merino wool. Because we believe everyone deserves access to high-quality essentials.