Woolish is a textbook example of the ultimate family-run business. The great-grandson of Hilda Valdre, who was responsible for the first Woolish knit in the 1890s, is meanwhile the fourth generation to run the company. And in their own way, each generation has made Woolish the company that it is today.
Hilda’s daughter Daisy shared her mother’s love of knitting. They both knit so much that the whole house would smell of wool and they could barely see through the piles of knitted sweaters to watch TV. Daisy’s daughter Külli gave up her dream of becoming a dentist for Woolish, helping to jumpstart the company when she won prize money in a TV game show. Since 2015, Külli’s son Eigo has been running the business together with his wife Anna Woolish and the couple are breathing new life into the brand with Anna’s love of sports making the designs sportier and the cuts more casual. And the influence of the fifth Woolish generation is already being felt: Eigo and Anna’s three children are often the inspiration behind the modern, new designs.
You have until March to visit the Woolish box at Bikini Berlin.