The Softest Thing I Own: Wolf vs Goat and the Quiet Power of Craft
A hands-on founder, full-Italian make, and a rewards program that makes buying better clothes actually make sense.
A good hoodie will never change your life, but a great one might change the way you think about clothes.
That was my takeaway after spending a couple of weeks in a small haul from Wolf vs Goat, an independent menswear label run by Mauro Farinelli, a one-man institution of textile nerdery, garment precision, and direct-to-consumer transparency.
Mauro and I had a couple of Zoom calls before I pulled the trigger. He walked me through the different fabrics, helped me get my measurements dialed (true to size: Large), and gave the kind of detailed answers that only come from someone who lives deep in the product. No middlemen, no fluff. Just straight-up craft.
Wolf vs Goat isn’t new. Mauro started it back in 2010 after a stint in capital F fashion and an early run of cult-favorite shirting. Since then, he’s doubled down on keeping things local to a small region in Italy, with custom-developed fabrics and small-batch production runs through partners he’s developed personal relationships with, ensuring the best results possible. The work speaks for itself once you have it in hand. Everything just feels right.
Here’s what I picked up, and why I think WvG deserves to be on your radar:
1. Barni Zip-Up Hoodie – Dark Navy
58% Cotton / 38% Modal / 4% Elastane
This is the sleeper hit. The Barni hoodie is made from a "baby stretch fleece" that’s equal parts weighty and cloud-soft. It’s garment-dyed, double-needle stitched, and finished with elevated touches: a bamboo-sorona interior hood, metal aglets, and a YKK Excella zip. All the little details add up. It feels like something you stole from a boutique hotel spa, but made to wear every day.
2. Bamboo Sorona Crewneck – Red Violet
96% Bamboo Sorona / 4% Elastane | Made in Italy
This one’s got bounce. The proprietary “Bleach” fabric, custom-knit for WvG outside Como, is insanely stretchy, almost athletic, but not shiny. It breathes well, hangs loose, and layers easily. This is an ideal post-beach hoodie, summer A/C layer, transitional weather MVP.
3/4. Barni Raglan Sweatshirts – Dark Navy & Faded Rose
58% Cotton / 38% Modal / 4% Elastane
Same peachy fleece as the zip-up, but in raglan crewneck form. The Faded Rose color, in particular, has that lived-in softness and natural variegation that makes it feel like a vintage find, but it fits and feels better than any vintage piece I’ve ever owned.
5/6. Silk Cotton Tees – White LS / Black SS
60% Silk / 40% ELS Cotton | Made in Italy
Lightweight but durable. Soft but crisp. These tees walk the tightrope between luxury base layer and daily essential. I can’t believe I’m advocating for a $200 tee, but the addition of silk makes these so much better than your average tee, both under tailoring and on their own. And we haven’t even gotten to the best part.
The Rewards Program
This is where WvG stands out to me. Most brands try to reward loyalty with a newsletter coupon or a points system you’ll never use. That’s not the case here.
For $10/month or $90/year, anyone can get 50% off all full-price purchases, including made-to-measure and made-to-order pieces. You also gain access to pre-orders, small-batch drops, and the opportunity to lead “group buys” (think: fully-custom shirting, personalized cashmere knits, limited fabric runs).
It’s a smart way to shop better, especially if you plan on picking up more than one or two pieces. After joining, I immediately saw the value. The discount essentially paid for itself after my first order.
This kind of model is rare in menswear. It's transparent. It's fair. And it helps fund the kind of slow, intentional production that Wolf vs Goat is all about.
Why It Matters
In a time of endless drops, moodboard marketing, and AI-generated brand blurbs, Wolf vs Goat refreshingly human. The clothes are tactile, not trendy. They're made with care, not churned for scale. And the fact that Mauro takes the time to guide you through the process, from fabric swatches to fit advice, makes the whole experience feel bespoke.
There’s something inherently trustworthy about a small brand that knows its limits and leans into them. No influencers. No gimmicks. Just great fabrics, smart fits, and a designer who wants you to actually wear your clothes.
If that’s not what this whole menswear thing is about, I’m not sure what is.