About Us

Smitten Merino is a family business born in Hobart in 2007.

 Nicola and Holly wearing
Smitten coats.

Husband and wife team Nicola and Carl had a dream to design lightweight merino clothing that was stylish, comfortable and practical, and get it manufactured right here in Tasmania.

We had recently moved from WA and loved the climate, the people, the whole island, and especially the sheep! And we wanted to know where all the wonderful wool was going, because we were cold and wanted to wear some... So - we decided to make it ourselves. We wanted to support Tasmania and be local. We wanted to create a unique brand, and offer visitors and locals a Tassie souvenir that they could wear for years to come.

It is very much a Family Business - as Carl is Main Marketing Man, Nicola is the Designer and Photographer, Holly, our daughter is the face of smitten and Part-time fab sales person, Brooke our other daughter is Part-time smitten model, Chief Swing- tag maker and Picker/packer in Uni holidays, and Daniel, our skateboarding son, is hopefully taking over as Photographer for all our shoots (when he can direct the camera away from beetles and sheep...)

We hope you love smitten as much as we do - our relationship with you is one we treasure.

Thank you for keeping our wool dream alive.
Nicola and Carl Mason


Our Philosophy

Smitten designs are inspired by a passion for Tasmania - its incredible landscapes, produce, people and natural playgrounds.

Zero Waste

Underpinning our brand is a strong desire to be sustainable and ethical. One of our practices is making use of all the fabric when we are cutting the smitten garments, so our delightful cutters (thanks Cathy and Carmen ) are vigilant in making sure any spare merino is used up as beanies, headbands or mittens. Hello aiming for zero waste!

Tasmanian Made. Tasmanian Tested.

Built here using premium merino wool fleece, Smitten gear is lab-tested in some of the wildest places on Earth.

Tasmania is Our Playground.

We love getting outside as much as you do. That’s why we started Smitten here in spectacular Tasmania.

Comfort That's Super-fine.

Spun from super-fine merino wool, Smitten clothing is soft, light and form-fitting – a little piece of luxury that will stand up to all conditions.

A Natural Performer.

Super-fine merino wool, the world's best natural fibre, it wicks, breathes, dries fast, and fits your body for serious technical performance. It is also flame retardant as well as having a high UV sun protection factor. And machine washable - the perfect travel partner.


Our Fabrics

Spun from super-fine merino, our wool is sourced from Tasmanian and Australian premier wool growing regions. It’s our passion to provide you with garments that are natural fibre, sustainable, and environmentally aware. All Smitten merino wool is sustainably grown and non-mulesed. Our manufacturing procedure undergoes a stringent process before it touches your body; cleaning and spinning, colouring, design, machining, construction and quality control. The end result, a product that looks and feels better, lab tested in our own Tasmanian backyard.

Smitten wool is a distinctive fabric that is super-soft and generates warmth for those cooler occasions, plus is lightweight and favourable for those warmer months with its breathability allowing you to layer without uncomfortable bulk.

It is soft on your skin but also tough enough to be washed in the washing machine – throw it in and go.

Let yourself experience a little piece of luxury that will stand up to all conditions.

Read our Fabric FAQs

Woolmark Smitten Merino is an Australian Wool Innovation Active wear brand partner


Our Promise

We want you to love your Smitten as much as we do and offer a 100% guarantee on all our garments.

Returns & Exchanges

We understand how tricky it can be to purchase garments online so we try to make the exchange and return process as easy as possible.

Due to the risk of damage to natural products during transit we require items to be returned to us within 14 days of leaving the Smitten warehouse, as long as they are unworn, unwashed and all original tags are attached.

Try your new garments after a shower without perfume or deodorant that can taint the garment.

Include a copy of our Exchange and Returns form in your parcel.

Please note: For the health and safety of everyone involved, we are unable to exchange or refund purchases of boxers and briefs.

Full price items are eligible for a full refund as long as they are returned within 14 days of despatch and are unwashed, unworn and have original tags in place.

Please note: Sale items are final and cannot be returned for a refund or exchange.

Full price items purchased with the use of a discount or promotion code are considered full priced items and can be returned for an exchange or refund (excluding sale items).

Please note: Exchanges for items of greater value require the difference to be paid in full prior to despatch.

You are responsible for any cost of returning your items back to us. We will pay for the first return back to you and any subsequent exchanges will incur a $10 fee.

All goods will be inspected on return. In the unlikely event that an item is returned to us in an unsuitable condition, we may have to send it back to you.

Download Exchange and Returns Authorisation Form

Returns address

All post must be sent to:

Smitten Merino (Returns)
47 Sandy Bay Road
Battery Point
TAS 7004

We recommend all returns are sent with tracking as we cannot process exchanges or refunds for items lost in the mail.

All exchanges and refunds are processed within 2 business days of their arrival at Smitten HQ.

You will be contacted once your return has been processed.


Any questions? Please call us on 03 6212 0197 or email admin@smittenmerino.com

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