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The Smitten Merino Story
Smitten Merino is a family business born in Hobart in 2007.
Husband and wife team Nicola and Carl had a dream to design lightweight merino wool 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 - Carl is the 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
We Support Local Manufacture and Transparency in Fashion
Smitten, as a small brand, wants to support skilled Australians to keep sewing our clothing. We believe in sustainability and ethics- and are excited to be a part of the Fashion Revolution because we want radical change.
We want people to think about where their clothes are sourced and produced.
Tasmanian Export Awards Winner
About the awards
Smitten Merino was honoured at the 2022 and 2023 Tasmanian Export Awards. The Tasmanian Export Awards are the stateās highest recognition of excellence for companies exporting goods and services.
Telstra Best of Business Awards Finalist
About the awards
Judged in the categories of Promoting Sustainability and Outstanding Growth, Smitten Merino were delighted to be Tasmanian state finalists for the 2023 Telstra Best of Business Awards.
Our Story
Smitten Merino began the way the best things do ā with a dream, a shared passion, and a deep love of the Australian landscape. Nicola and Carl set out to create something they couldn't find anywhere else: lightweight merino wool clothing that was genuinely stylish, supremely comfortable, and built to last.
What started as a personal quest became a purpose-driven brand rooted in the belief that what you wear should feel as good as it looks ā and leave the world a little better than you found it.
Proudly Australian-Made
Every Smitten Merino garment is designed and crafted in Australia. We believe in the skill of Australian makers, the integrity of local production, and the difference it makes when you know exactly where your clothing comes from. By keeping our manufacturing close to home, we can stand behind every stitch ā and support the communities that make our work possible.
Superfine Merino Wool ā Ethically & Sustainably Sourced
We use only superfine merino wool ā the softest, finest grade available ā sourced from farms that share our commitment to animal welfare and environmental stewardship. Merino wool is a remarkable natural fibre: breathable, temperature-regulating, moisture-wicking, and naturally odour-resistant. It performs beautifully in every season and gets better with every wear.
We take our responsibility to the land and its animals seriously. Our wool is sourced with full traceability, and we work only with suppliers who meet rigorous ethical and sustainability standards. Because great clothing shouldn't come at the expense of the planet.
Quality You Can Feel
We obsess over the details ā the weight of the fabric, the precision of the cut, the softness against your skin. Our garments are designed to move with you, layer beautifully, and hold their shape wash after wash. We don't believe in fast fashion. We believe in pieces you'll reach for again and again, season after season.
When you choose Smitten Merino, you're choosing craftsmanship over compromise ā clothing made with care, for people who care.
Our Values
- Australian-made ā Designed and crafted locally, with pride.
- Ethical sourcing ā Wool from farms that put animal welfare first.
- Sustainability ā Natural fibres, responsible practices, lasting quality.
- Transparency ā We know where our materials come from, and we'll always tell you.
- Timeless design ā Pieces built to outlast trends and fast fashion.
Thank you for being here. We're so glad you found us ā and we hope you are as smitten with merino as we are.
ā Nicola & Carl