We asked Kanni to tell us how her love for Woolish began, what are her favorite products, and to share style tips for wearing Woolish knits this fall-winter season.

What was your first experience with Woolish?

"My first encounter with Woolish was at the Tartu Christmas Market in December 2018," Kanni recalls. "Anna herself was at the Woolish booth and sold me my first Woolish sweater. She was like a ray of sunshine on a winter’s day – that interaction left me with such a positive association with Woolish. After that, I began following Woolish on social media."

The first purchase? “A natural white Narita sweater. Almost six years later, it’s still a staple in my wardrobe.”

What makes Woolish special?

When asked why choose Woolish, our customers often respond with three main things: 100% natural materials, comfort, and durability. Kanni affirms this response: "For me, it's important that Woolish products are natural, comfortable, and durable. I know that when I buy a Woolish knit, I'll get to wear it for years."

One of her most loved Woolish knits is the Dawai kimono, which she wears both at home and out for autumnal strolls. “It was my second Woolish sweater, and even four years later, I still find myself reaching for it frequently. On warmer autumn days, it doubles as a coat and pairs perfectly layered on top of my Oita sweaters.”

Woolish as the Perfect Travel Companion

Kanni often brings her Woolish knits along on her travels. She says part of the reason is the typically Estonian mistrust of the weather. "You always need a warm layer, just in case! But now, it’s more than that – I love my Woolish knits so much that it would feel wrong not to bring at least one along."

Kanni recalls a funny travel story from her trip to Paris in 2023, when an unexpected rainstorm tested her beige Oita sweater. “I assumed spring in Paris would be warmer, so I only brought a very light coat and my Woolish sweater. I remember that on our last day, right before we were supposed to be going to enjoy the sunset at the Eiffel Tower, it started raining. Of course, I didn’t have an umbrella with me, so that sweater ended up protecting me from rain and wind alike. Day saved!”

Kanni’s Style and Care Tips

Style Tips? "When the weather can’t make up its mind – especially in spring and fall – I like to tie a sweater around my shoulders like a scarf. It keeps the chill off and feels like a cozy hug."

Care Tips? "My favorite helper is a fabric shaver, it keeps even older knits looking brand new!"

Favorite Colors and Patterns

Classic neutral tones are the foundation of Kanni’s wardrobe and home, but recently, she’s been drawn to light blue. "This spring, I felt beige and black shades getting a bit tiring. Light blue added a sense of freshness and lightness to my wardrobe. I sense more and more that colors carry emotions. For instance, pink is my color of joy."

Kanni usually prefers classic checks and stripes, but recently, Woolish flamingo patterns have entered her wardrobe. "Lately, I have been drawn to more colors and patterns, so that’s how the flamingos found their way into my closet."

How Many Knits Should You Have in Your Wardrobe?

How many knits does a knit lover need? Kanni has 29 Woolish items in her closet – 19 sweaters and cardigans, 6 accessories, and 4 home items. She says that her purple Oita sweater and pink Sato sweater or Seina cardigan are the ones that give her the most sparkle and confidence.

A Message for Friends Planning to Buy Their First Knit?

"Once you go Woolish, you’ll never be foolish!" We think it’s a beautiful message which shows that our efforts to combine style, quality, and sustainability have been fruitful, making our customers’ experiences with Woolish positive.

Warmth That Stays with You

Thank you for sharing your Woolish story with us, dear Kanni! Your story shows that Woolish knits are not just warm clothes; they carry emotions, memories, and special moments. You can see Kanni’s stories, style examples (and of course her favorite knits) on her Instagram.

How many Woolish items do you have in your wardrobe? Do you have your very own Woolish story you’d like to share with us? We’d love to hear it! Write to us or tag Woolish on social media! We’ll be giving away a little advent surprise among all those who share in early December.