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
Holly, Carl, Nicola, Daniel, and Brooke
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.
Smitten Merino was honoured with the 2022 Tasmanian Export Award for Creative Industries. The Tasmanian Export Awards are the state’s highest recognition of excellence for companies exporting goods and services.
Join our exclusive Smitten VIP community for access to exclusive member discounts and sales, 10% off every online order (cannot be used in conjunction with any other discount offer), get the first look at new season styles, all in our regular VIP newsletter.