Smalls Merino

Merino Wool Essentials. Properly Made. Properly Traceable.

Smalls Merino began over a glass of wine in Cat's kitchen in 2012 — two friends, both mothers, frustrated that beautifully designed, machine-washable merino essentials for children simply did not exist in the UK. Rather than continue complaining, they built the brand themselves. Two years later, Smalls launched in Selfridges with a mission that has not changed since: to reimagine the way we wear wool, and to do it with a level of traceability and integrity that most of the fashion industry talks about and very few actually deliver.

Every Smalls garment is made from 100% ultrafine merino wool, sourced exclusively from ZQ Merino certified farms — the gold standard of ethical wool production, guaranteeing the highest levels of animal welfare, land management and farming practice. The fabric is milled at the only facility in the world to hold both BCorp and EMAS certification, with a fully vertical supply chain. The garments themselves are made in a family-run factory in Portugal. Every dot carefully joined, from happy sheep to finished product.

The results speak for themselves: next-to-skin softness that defies every assumption about wool, natural temperature regulation that works in every season, moisture management, odour resistance, and — crucially — machine washability. Woolmark certified. British Vogue approved. Winner of HRH The Prince of Wales' Campaign for Wool 'Incrediwools' award. Worn by Claudia Winkleman, Abbey Clancy, Will Greenwood and Andrew Strauss among others. The tagline says it best: Happy Underneath It All.

Discover more from our sustainable brands directory at Sostter, or explore considered gifts in our Shop by Purpose edit. For more considered essentials for children, browse our Baby & Kids collection.