Wool in Love

Merino Babywear That Outlasts the Baby Stage.

Wool in Love does babywear in organic merino, which is the right material for the job and not enough brands bother with it properly. Merino self-regulates temperature, wicks moisture, doesn't itch in the way the wool of childhood memory tended to, and has the unusual property of getting softer with washing rather than coarser. For a baby — whose ability to communicate "I am too warm" or "I am too cold" is limited to crying about it at 3am — a fabric that does the thermoregulating on their behalf solves a problem most parents don't realise they had until they encounter the alternative. The brand uses non-toxic dyes, slow-fashion production methods, and the kind of stitching that suggests someone expects these pieces to still be in the family in fifteen years.

The range covers the things small humans actually need: wrap-over bodysuits that go on without being dragged over a baby's head, knotted bonnets that adjust as the head they're sitting on grows, soft leggings, and sleeping bags warm enough for proper winters. Designed for newborns through to toddlers, with an aesthetic best described as quietly considered — these are not loud baby clothes, and they are not trying to be. They are made to be worn often, washed often, and eventually folded away to wait for the next baby in the family or close circle of friends. In a category where most pieces are outgrown before they have been properly tried, Wool in Love makes clothes that warrant being handed down — which is the heirloom claim done the right way round, by virtue of construction rather than marketing.

For more pieces made for little ones, explore our Baby and Kids edit, or discover brands chosen for how they make things through Sustainable Brands and Shop by Purpose. Find gift ideas in our Personalised collection, or browse considered picks in our Gifts for Her guide.