Wool underwear might not sound like an area of great innovation. Still, Joha, Scandinavia’s largest producer
of underwear for babies, children and youngsters, has many firsts under its belt. It was the first company in the world to manufacture machine washable wool clothes for babies, and the first baby underwear producer to be approved for the EU Ecolabel ‘flower’ label. Today, Joha also produces a large collection of female wool underwear and the Johansen series for men. Joha was founded by current CEO and administrative director Michael Frølund
Johansen’s grandparents in 1963.

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