We asked long-time customer, wool lover and more recently one of our Womenswear models, Denise Boyce to share her wool journey.  

Could you share a bit about your background, your family, and where you call home?

My name is Denise, I’m a mother of five, a photographer and I currently live in London with my husband of 15 years, who is originally from France and of Algerian heritage. I have four daughters, Amaani who is 25, Ameera 14, Ambereen 10, Aleena 5 and my only son Zacky, who is 9. 

Although photography has always been a passion of mine, it remained a hobby for most of my life. My love for it began when I was 14, after my uncle, an artist, gifted me my first analogue camera. Together, we would explore places like Kew Gardens or Hampstead Heath, sketching or photographing the flora and fauna. Those experiences sparked my fascination with capturing the natural world through a lens, but I was often told that being a photographer wasn’t a “real” career, so I never pursued it seriously.

The lockdown of 2020 was definitely a turning point for me. Wanting to preserve all the little, precious moments, I found myself reconnecting with my love for photography. It made me realise how much joy it brought me and taught me that it’s never too late to change career paths or embrace a passion. Being an older mum has reinforced that age is no barrier to my creativity, growth, or pursuing my dreams. My kids keep me grounded and remind me of what truly matters in life, for they are my greatest motivators, inspiring me to keep learning, evolving, and savouring life’s simple joys.

I previously worked within the retail sector and had 25 years experience in management, therefore I feel that this has also shaped my journey, giving me firsthand insight into the fashion world’s impact and fuelling my commitment to sustainable choices. This perspective has helped me bring together my passion for photography, my love of mindful living and my dedication to doing what I love. It’s a reminder that it’s never too late to align your values and passions, creating a meaningful life at any stage.

I consider myself to be a visual storyteller, drawing inspiration from the beauty of the natural world, especially whilst travelling and exploring new places. My photography is deeply rooted in documenting the wonder and enchantment of childhood and it’s during our adventures, that I strive to capture those fleeting, magical moments that feel so significant, yet pass by so quickly.

What was the moment or experience that first ignited your passion for wool clothing, and what keeps that passion alive today?

I believe that wool, much like photography, holds a sense of timelessness. Its warmth, durability, and sustainable qualities make it more than just a fabric, it’s something that carries memories. 

Fourteen years ago, a close friend of mine, gifted me a hand-knitted wool jumper and booties her grandmother had made for my newborn. They were so beautifully crafted and special that they were passed down to the two younger siblings. That experience taught me the true value of wool and how, when cared for properly, it becomes a lasting treasure. All of my children, with the exception of one, are winter babies, so wool quickly became an essential part of their early lives.

When it comes to your (and or your family’s) style and the items you choose, whether it's clothing, toys, or books, what values and principles are most important to you? Is it ethics, durability, sustainability, or something else?

I love to dress my kids in a way that celebrates their age and innocence. I want them to look like children, not mini grown-ups, so I gravitate toward styles that are playful, age-appropriate, and functional. I often blend pieces from small brands, secondhand treasures and a few high street gems. I’m usually drawn to earthy tones and neutral palettes that are easy to mix and match, those who know me well, are aware that green is my favourite colour. Since children grow so quickly, I’ve learned to be intentional with my purchases, choosing items that align with our values and stand the test of time.

Because my kids share my love for the outdoors, we need clothing that can handle the changeable U.K. weather, making layering an essential part of our wardrobe. Ethics are also important to me therefore, I aim to support brands that prioritise fair labour practices and environmentally friendly production. For me, it’s all about finding joy in pieces that serve a purpose, celebrate childhood, and reflect a thoughtful, conscious lifestyle.

We come from a multi-heritage household, and growing up in the 70s, I rarely saw myself represented anywhere. It often felt isolating and there were moments when I genuinely believed I was the only Black girl in London. I don’t want my children to experience that same sense of invisibility, which is why representation is so important to me, so when selecting toys and books for our family, I make a conscious effort to choose items that reflect and celebrate our diverse cultures. It’s essential for my children to see themselves and their heritage represented, so they feel seen, valued, and proud of who they are. It really helps foster a sense of belonging and allows us to embrace and celebrate the richness of our identities.

Could you share your top tips for anyone looking to wear more wool, especially when it comes to keeping them warm, layering effectively, and ensuring comfort?

Wearing more wool, especially for children, is a fantastic way to stay warm and comfortable, and it’s easier than you might think! We tend to wear Siskin merino and silk base layers first as they are really soft and breathable, keeping the kids warm, without them overheating. Then, we usually opt for Misha and Puff popcorn knits as they can be layered in winter or worn on their own during cooler summer days; they’ve served us so well in every season. We would then top it off with an either a Siskin boiled wool jacket for outdoor adventures, as it is able to withstand light rain or a Siskin fleece jacket if it’s cold, but dry.

Wool is known for its longevity, but proper care is essential. What are your tried-and-true methods for caring for wool garments? Any top tips you've learned along the way?

I used to feel intimidated by the idea of caring for wool, but I’ve since learned that it’s actually incredibly low-maintenance. Wool’s natural properties make it self-cleaning and antibacterial, so it doesn’t require frequent washing. I tend to air my wool garments first, if there is no surface dirt and I have found this method so successful, even with the kids’ knitted sweaters. If they need washing, I always keep my woollens separate from the main wash as I prefer to hand wash cold with a gentle wool detergent. One golden rule I’ve learned: never let your husband wash them! It’s a lesson learnt and one I’ll never forget. So with just a few simple care techniques, including investing in a pilling remover, it’s surprisingly easy to keep wool pieces in great condition for years to come.

Are there any other brands at MamaOwl that have captured your heart? What about these brands or products resonates with you? 

We’ve discovered so many unique and authentic brands through Mama Owl, and they now make up most of our children’s wardrobe. Some of our absolute favourites include Siskin, which provides many of our wardrobe staples in beautiful earthy tones. Their merino and silk base layers are ideal year-round, mixed with organic cotton separates and their fleece jackets are also our firm favourites. We adore Disana for their functional and durable boiled wool essentials, whilst Misha and Puff stand out for their iconic knits and playful Pima cotton separates, which make dressing so much fun! Apolina’s stunning, nostalgic, hand-embroidered pieces exude timeless elegance and are always a joy to wear. I especially love clothing that tells a story, so it’s wonderful to see the inspiration behind each collection. Unfortunately some of my children are now reaching the age where they will not be able to wear these products for much longer as they are tall for their age, so I am forever seeking brands that help bridge the gap between the older child and young adult. I was so excited to see that Mama Owl had extended some of their sizes to age 14 as I believe there is a market for these larger sizes. 

Could you tell us about your all-time favourite purchase from MamaOwl? What made it so special?

My all-time favourite purchase from Mama Owl is probably the Disana boiled wool jacket. It was a difficult decision at first because I was unsure about spending that much on an item for a two-year-old, who would have regular growth spurts, but it turned out to be one of the best choices I’ve made. Not only did the jacket last three years, when it was time for a new size, I was able to resell it at a great price as it was still in fantastic condition. That resale allowed me to reinvest in a larger size, making it a cost-effective and sustainable purchase in the long run. It’s what sparked my love affair with Mama Owl.

Can you share your thoughts on why sustainable clothing choices are important, both for your family and for the world as a whole?

Sustainable clothing choices are incredibly important to me, both for my family and for the planet. As a big family, we focus on investing in high-quality, durable pieces that can be handed down from one child to the next. Choosing neutral tones that work for any gender makes this even more practical and helps extend the life of each item. We also love shopping secondhand and embrace circular fashion by selling on items our children have outgrown. This allows us to give garments a new life with another family and use the funds to purchase new items that the children need. It’s a mindful approach that reduces waste, supports sustainability, and helps us make the most of every piece. I’m trying to teach the children, value quality, over quantity and whilst these decisions feel small in the moment, collectively, they can make a meaningful difference.

As part of the MamaOwl community, what have been some of the most rewarding experiences or connections you've made with fellow parents and like-minded individuals?

Through Instagram, I’ve connected with many MamaOwl mamas, who share similar values, sometimes purchasing secondhand pieces as our children outgrow their wardrobes. It’s been wonderful to meet familiar faces at events like the MamaOwl sample sale in London, making the community feel even more special and personal.

 Thank you so much Denise  @deniseamaani/