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.


If you receive a product and it is not to your liking, you are welcome to return the product, as long as it is unwashed and unworn, and is in original condition.

Exchange or replacement of the garment can be made within 14 days of purchase. Please try on the garment after a shower and without perfume or deodorant that may mark/affect the garment. We will also offer a full refund if you prefer - as long as the garment is unwashed and unworn.

However - ALL purchases are final when buying sale items, no refunds. But! We will certainly exchange for another size or style with sale items available online.

For the health and safety of all customers, the changing of products prohibits boxer shorts and briefs. If you have any queries regarding returning or exchanging products please contact our staff.

You are responsible for the costs of returning goods to us, but we will happily ship your first exchange back to you free of charge. All subsequent exchanges will incur a $10 shipping fee. Any goods returned are your responsibility until they reach us. Please ensure you package your return carefully to prevent any damage to the goods or boxes. We recommend you use a postal service that has tracking and is insured for the value of the goods you are returning. We are not responsible for any lost or damaged returns.

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.

For prompt processing, Fill in our Exchange and Returns Authorisation Form and enclose it with your returns parcel. 

Download Exchange and Returns Authorisation Form

Returns address:

Smitten Merino (Returns)
P.O. Box 199
Battery Point
Tasmania, Australia 7004