Episode Details

Why Sustainable Apparel Brands Fail (And How Wildhaven Wools Is Doing It Right) with Julia Billings

What does it really take to build a sustainable apparel brand that lasts?

In this episode of The Business of Apparel Podcast, Rachel sits down with Julia Billings, founder and CEO of Wildhaven Wool, to unpack the real story behind building a values-driven kids apparel brand from Alaska, without cutting corners, chasing trends, or underpricing the product.

Julia shares how she turned a personal need into a profitable brand, why merino wool is one of the most misunderstood materials in fashion, and what most founders get wrong about sustainability, pricing, and growth. This is an unfiltered conversation about long timelines, tough decisions, pricing with confidence, and why loving your idea is non-negotiable if you want to survive entrepreneurship. If you're building (or thinking about building) an apparel brand, and want to do it ethically, profitably, and with intention, this episode is required listening.

Sign up for the Secrets Behind Billion Dollar Apparel Brands Masterclass here: https://www.thebusinessofapparel.com/secrets

Join The Board here: https://www.thebusinessofapparel.com

Key Moments:

00:27 Julia Billings: Founder of Wildhaven Wools

00:54 The Origin of Wildhaven Wools

02:54 The Benefits of Merino Wool

04:28 Sustainability and Longevity in Kids' Clothing

06:42 Masterclass Announcement

07:54 Commitment to Sustainability

14:03 Advice for Aspiring Apparel Entrepreneurs

17:50 Overcoming Initial Hurdles

18:31 Starting Small and Understanding Your Customer

19:20 The Importance of Passion and Innovation

22:05 Believing in Your Vision Despite Doubts

25:02 Fail Fast and Learn from Failure

28:01 Pricing and Profitability

32:00 Community Impact and Final Thoughts

CONNECT WITH JULIA:

Julia Billings is the founder of Wildhaven Wools, a sustainable children's clothing brand making merino wool base layers designed to expand as kids grow and fit for 3+ years. An Alaskan mom who believes deeply in the importance of raising kids in connection with nature, Julia started Wildhaven to make warm layers that could keep up with her rowdy kids all-day outdoor play, without harming the planet and its inhabitants in the process. Since starting her brand in 2022, Julia has grown Wildhaven from a home sewing operation to US-based commercial manufacturing and a business that pays her a paycheck and employs other women in her rural community. In addition, Wildhaven has helped thousands of customers outfit their kids in 100% natural ethical merino and live the core belief that all kids deserve a childhood spent outside and wild.

Website: https://wildhavenwools.com/

Instagram: https://www.instagram.com/wildhavenwools/

Facebook: https://www.facebook.com/wildhavenwools

Watch more of The Business of Apparel Podcast episodes:

Wholesale 101: https://youtu.be/lpezH1YwCyE

Use AI in Your Apparel Brand: https://youtu.be/Dn9tjPNmfaw

Grow A 7-Figure Apparel Business: https://youtu.be/rpQYDyo5Rao

We can't wait to hear what you think of this episode!

Purchase the Business