Newo by Emma Casella is a kit for newborns made of Swiss wool. It contains seven elements and you can use it in three versions: play mattress, cradle or rolled for transportation. Newo is inspired by a similar kit that the Finnish government has been providing to families through parental subsidies since 75 years. If the Swiss state also chose to offer a Newo kit to new parents, there would be a regular demand for Swiss wool again, ultimately creating a Swiss-limited circuit of collection, processing, production and distribution of the raw material.