Commitement
What We Stand For
Traceability
JU Wool is a leader in transparency and traceability throughout its supply chain and with its partners. Our traceability processes ensure that every fibre is accounted for, with clear chain of custody, responsible sourcing, and a focus on both environmental and human well-being.
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We work closely with manufacturers who share our values and are constantly improving their practices. Together, we aim to exceed the global benchmarks for traceability in the wool industry.
Because when you know where your wool comes from, you can trust what it stands for.
Sheep welfare
At JU Wool, we take animal welfare seriously. Our sheep welfare practices align with the National Farm Animal Care Council’s Code of Practice for the Care and Handling of Sheep, as well as international standards set by the World Organization for Animal Health.
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We actively support producers in applying the principles of the Five Freedoms, ensuring that sheep are raised with dignity: free from hunger, discomfort, pain, fear, and able to express natural behaviours.
Mulesing is not practiced (and not needed) in Canada. We work exclusively with breeds and farms that follow humane, science-based care standards, ensuring the well-being of sheep at every stage of the wool journey.
Anti-Exploitation
We reject all forms of human exploitation, including forced labour, human trafficking, and child labour. We recognize that these crimes are complex, global, and often invisible.
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That’s why we take active, ongoing steps to ensure that our operations and supply chains reflect the values we stand for: dignity, safety, and equity. We follow Canadian government guidelines, apply international labour standards, and conduct regular risk assessments in line with the Global Slavery Index and insights from human rights organizations.
Ethics can’t be outsourced. We take responsibility for the people behind the product — and we partner only with those who do the same.
Mission
Everything starts with connection. To people, to land, to tradition. At JU Wool, we connect communities, support sustainability, and simplify the complex, always with purpose and care.
Canadian wool, within its micron range, is among the finest in the world — and we’re building a dynamic, resilient ecosystem around it, designed to work in harmony for everyone involved. From our dedicated wool growers to the skilled artisans who transform raw fleece into exceptional products, our commitment to quality and environmental stewardship runs through every fibre.
Join us in weaving tradition, innovation, and passion into every thread, and discover the unmatched quality of Canadian wool, proudly grown, crafted, and delivered.
Who We Are
Crafting the Future of Canadian Wool
Jane Underhill is a strategist, entrepreneur, and one of the leading minds behind the renaissance of Canadian wool. As the founder of JU Wool, she reimagines fibre, agriculture, and design not as isolated sectors, but as interdependent parts of a sustainable future.
With over 25 years of experience, Jane bridges business acumen with cultural intelligence. Her background in art and architectural history sharpens her instinct for structure, systems, and beauty, while her long-standing entrepreneurial career grounds every project in clear, actionable strategy.
She serves as Deputy Head of Canadian Delegation to the International Wool Textile Organization and has authored strategic frameworks for initiatives like the Campaign for Wool (Canada). Her work is rooted in environment stewardship, sheep welfare, and the cultural heritage of wool with a clear goal: to elevate Canadian strong wool from a mere commodity to a global benchmark.
Those who collaborate with her know she brings rigour, long-range vision, and understated elegance to everything she builds. Her approach reflects a European sensibility and a belief that strong systems are intentionally designed, never improvised.
About our Ecosystem
Our regional supply chain is a living, evolving ecosystem built to transform Canadian wool into world-class products
Our supply chain is a tightly connected ecosystem of commercial wool processors operating within a two-hour radius in southern Quebec.
Designed for seamless collaboration, reduced environmental impact, and greater efficiency – our proximity allows for streamline communication, lower transportation costs, and accelerate production timelines.
While we proudly source wool from within the region, our doors are open to customers and wool growers from across Canada. This inclusive model allows us to scale responsibly while staying rooted in regional values.
Together, we share a commitment to:
Regionality – strengthening local economies and reducing our footprint
Economies of scale – optimizing resources for the benefit of all
Shared values – quality, sustainability, and innovation
By centralizing our wool processing within a two-hour radius in southern Quebec, we all benefit:
Reduced Transportation Costs and Timelines
Shorter travel distances cut transportation expenses and reduce the time needed to move raw materials and finished product.
Enhanced Transparency
Improved traceability and chain of custody reporting ensure greater accuracy and clarity.
Environmental Impact
Shorter routes mean lower carbon emissions, contributing to an eco-friendlier operation.
Efficiency
Proximity of all production stages—from scouring to finished products—streamlines processes and enhances transparency, traceability and overall efficiency.
Quality Control
Centralized testing partners help us ensure consistent quality and standards across all products.
Accessibility
Being close to main transportation arteries, including the Canada-US border and the port of Montreal, makes it easy to move wool into various markets.
Collaborative Spirit
In our ecosystem, we’re neighbors working together to deliver unsurpassed service.
Know-How
Quebec has long been the Canadian textile hub, retaining a skilled labor force and economic support system that enables us to flourish.
Multi-Cultural
Our ecosystem is diverse and multi-cultural. We serve clients in both French and English and are proud to work alongside First Nations communities across Canada.
Do you have a custom wool project or white label collection to develop?
Weʼd love to hear from you! Reach out today.
