In The Media

In addition to our Clean + Conscious award winning products, Smitten Merino has received the Ethical Production Award for our transparent supply chain and deep commitment to fairness from farm to finished garment. Every piece is sewn locally by a small family-run factory we have partnered with for over 16 years, ensuring safe working conditions, fair pay and long-term respect for makers. Using only Australian superfine merino certified to the Responsible Wool Standard, Smitten guarantees non-mulesed wool and the highest standards of animal welfare. With renewable energy powering production, plastic-free packaging and a strong culture of kindness and integrity, Smitten Merino demonstrates how fashion can be slow, local and ethical.

About the awards...

Smitten Merino has been awarded gold and silver in the 2025 Clean + Conscious Awards. These awards honour the very best clean, ethical and sustainable products — each one scientifically assessed for its ingredients and materials, and hands-on tested for quality, performance and integrity. We’re so proud to be recognised for our commitment to people and planet, alongside other incredible change-makers.

About the awards...

Smitten Merino, based in Hobart, has been honoured for the third time at the Tasmanian Export Awards, with the 2023 Tasmanian Export Award for Small Business. Tasmania continues to develop a reputation across the globe for goods and services of exceptional quality, and these awards pay homage to Smitten's outstanding international success. Smitten Merino goes on to represent Tasmania at the Australian Export Awards on November 30, 2023.

About the awards…

Smitten Merino - Tasmanian Export Awards 2022 Winner
September 30, 2022

Smitten Merino, based in Hobart, has been honoured once again with the 2022 Tasmanian Export Award for Creative Industries. Tasmania is increasingly developing a reputation across the globe for goods and services of exceptional quality, and these awards pay homage to that. Smitten Merino goes on to represent Tasmania at the Australian Export Awards in November.

About the awards…

Movin' To The Country

Episode 2 South East Tasmania

Smitten Merino share how their family began creating locally made fashion from superfine merino wool on episode 2 of ABC TV's Movin' To The Country.

Watch now on ABC iView…

Feel smitten this winter 

Wild magazine, #3 2020

Smitten Merino uses pure Merino wool to make clothing so soft it feels like you're being hugged by a cloud. We speak to founder Nicola Mason and find out more about her Tasmanian-based family business.

A family-owned merino wool clothing business in Tasmania

Country Style, 28 Apr 2020

A move to the island state inspired these trailblazers to start a fashion brand using one of its biggest exports — wool.

Read more…

Pure-bred Tasmanian | Australian Country Magazine #232
Apr/May 2020

The Mason family’s clothing brand rides proudly on the back of sustainably and ethically grown Australian superfine Merino wool.

About Australian Country Magazine…

Smitten Merino - Tasmanian Export Awards 2019 Winner
September 20, 2019

Smitten Merino, based in Hobart, has been honoured with the 2019 Tasmanian Export Award for Creative Industries. The Tasmanian Export Awards are the state’s highest recognition of excellence for companies exporting goods and services.

About the awards…

Good for Us, Good for Our Farmers - Ruth #27
Ruth Magazine Winter, 2019

When Nicola Mason started Smitten Merino she wanted to create timeless garments that flattered women of all shapes and made them feel beautiful. But she also wanted to make sure the business would be good for Australian farmers; especially the merino sheep farmers of Tasmania.

About Ruth Magazine…

Completely Smitten - Peppermint #41
Peppermint Autumn, 2019

After falling in love with Tasmanian Wool in 2007, Nicola and Carl Mason started Smitten Merino - a family-run brand that continues to champion sustainability and community connection.

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Smitten with Merino - Beyond the Bale
Beyond the Bale June, 2017

Ten years ago, husband and wife team Carl and Nicola Mason had a dream to design lightweight Merino clothing that was stylish, comfortable and practical – and have it manufactured in their home state of Tasmania. A decade later, their business is flourishing. Read the article…

Smitten by Merino wool
Wellbeing Magazine Tuesday, September 13th, 2016

Read the article…

Merino Wool Business Smitten With Fast Broadband
nbn Australia Sunday, August 21st, 2016

Watch the video…

A Local Hero with Global Reach
Australasian Textiles & Fashion Magazine September, 2013

Smitten Merino products have been given as gifts for royalty while its outdoor performance wear is in demand from peak athletes around the globe. Dawn Adams reports. Read the article…

Agfest 2012

Catriona Rowntree wearing our bestselling stripey orange Wide Merino Scarf at Agfest 2012

Merino in Pole Position
Beyond the Bale September, 2011

Polar adventurer Eric Philips has recently returned from guiding Pat Farmer in the Arctic on the first leg of Pat’s “Pole to Pole Run”. Both of them wore Merino wool baselayers to provide protection from extreme cold. Read the article…

Young adventurer smitten with Merino
Beyond the Bale March, 2011

2009 Australian Young Adventurer of Year, Lachie Carracher, battled the Asahan River in Sumatra while wearing one of his Merino tops. Lachie is a new convert to the natural benefits of Merino wool apparel, which he now takes on all his expeditions. “My Merino gear is definitely getting a lot of use!” Lachie says. Read the article…