Despite being a city girl, I have a deep-seeded love for farms, especially sheep farms. Since childhood when my mom took me to the petting zoo and I fed the sheep little pellets of God only knows what, I've been in love. I also have a love of wool - wool sweaters, scarves, throws, socks. I've endured Wisconsin winters and Japanese apartments (not very well insulated) and there's nothing like wool (combined with microtech fabric) to keep you warm and cozy. If you are longing to reconcile your commitment to ethical fashion and your wool fetish, read more about LoveMerino and The Smiths - a super sweet Aussie family, their business model and their amazing scarves.
My name is Pip Smith and together with my husband Norm and our 5 children, we are the current custodians of our property called ‘Glenwood’ which is 5 hours drive west of Sydney, Australia.
A lifelong dream of ours has recently become reality with the launch of LoveMerino which crafts stunning designer limited edition Merino scarves that can be traced right back to the flock of sheep on our farm.
This is the culmination of the hard work of 6 generations of Smiths who have lived and worked on the farm since 1898. We have always wanted to develop a brand using our own super fine Merino to produce ultra-premium products for the global market and I have to pinch myself sometimes that our dream has come true!
Consumers around the world are becoming increasingly discerning about the ethical and sustainable aspects of fashion. They want to know where the product comes from, how it was produced and the story behind the brand. This has been virtually impossible with Merino wool … that is until now!
We have an amazing story and want to share it with the world. ‘Glenwood’ is not just a farming business but a way of life as we aim to achieve a harmonious balance between the environment, animals, business and our family.
This means we also have an ethical and sustainable story - our Merinos are grazed to mimic nature which has led to the re-emergence of unique species of native grasses thought to be extinct in this region. We are also looking to continuously improve animal welfare and stopped mulesing in 2005.
At LoveMerino we have embraced a “slow fashion” ethos by working in small scale production with local Australian manufacturers (Woolerina), artists (Manuela Strano) and design houses (Publisher Textiles and Shibori) to produce limited edition pieces (1 of 50) inspired by the land we love so much.
Our ultimate goal is for LoveMerino to help re-invigorate local manufacturing in our small country town and support the amazing designers, artisans and makers we have in Australia.
We couldn’t be more excited to launch our first collection of luxury Merino scarves and want to build an inclusive community with our friends in the United States that share our passion for ethical fashion and feel part of our family.
LoveMerino’s first collection is available now at its US Etsy store or through the company’s new website www.lovemerino.com.au