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Wool is actually incredibly comfy to wear. My current outfit while typing this is all wool. I never found it itchy. I get that some people are allergic to it, but I have zero problems. I have only 100% wool clothing, and I hate blends because I am only interested in the feeling, insulation, and stink/germ prevention of 100% wool. I try a few different brands. I usually use Marino, but boiled wool is great, too. My underwear is also 100% wool; I buy it from a company called "woolly." It never smells bad out on long trips and helps to wick moisture away, preventing fungal issues. For those that find it "itchy," I think you would do well to look at it like shaving your face: the more often you do it, the less likely you are to get razor burn because your skin adjusts to being shaved frequently.
gif semi-related. It's where wool comes from.