Press Release. Smalls Gets Super Powered for AW18/19

Scientifically Proven Eczema-Friendly Styles Added To Smalls’ Range Of Ultimate Essentials

British brand, Smalls, with its line of pure, fully traceable supersoft Merino essentials for children (0-14 years), is looking forward to unveiling new additions to its range for Autumn/ Winter 2018/19.

Introducing two new standout shades both in an innovative microspun 100% Merino, this lighter weight wool (just 17 microns compared to a human hair at around 60 microns) has proven benefits for eczema-prone skin in children. Ideal as multipurpose layering pieces; Smalls work perfectly under school uniforms, sports kits, as base layers for skiing as well doubling up as seriously snuggly loungewear and pyjamas.

Smalls Co-Founder, Emma-Jane Adam explains: “There has been a great deal of clinical research undertaken in the past couple of years around ‘Debunking the Myth of Wool Allergy’*. This new research has been published in international peer-reviewed journals and reveals that superfine merino wool actually reduces the severity of eczema in children. From our childhoods and since our own children were born, we’ve known that there was something very special about the power of merino and it’s great that science has now proven the benefits for children’s skin.”

  • Berry Marl, reflecting the British winter countryside, the pops of berry seen along the hedgerows for AW18/19, this rich winter hue will be available across the Smalls’ range from Baby to 13-14 years for boys and girls.
  • Forest Green, another of the great gender-neutral shades Smalls has become renowned for, will also be available across the entire range
  • Additionally, a new Aroha Baby Onesie will be joining the range, with its innovative foldable cuffs that double up as scratch mitts and feet, ensuring maximum wear, available in ages 0-2 years.


Cat Pharo, Smalls Co-Founder adds: “Merino brands, like Smalls in the fashion and sports markets, have contributed to a huge leap in consumer understanding of superfine and mid-layer Merino as a year ‘round staple. Now with science challenging the commonly held misconception that wool is an irritant which exacerbates itchy and dry skin, it’s great that we can now confirm that superfine merino garments like Smalls are beneficial and can actually reduce eczema symptoms after just a few weeks of wear.”

Sleep Wonder

The great news for sleep-deprived parents is that merino has also been scientifically proven to improve sleep quality due to its thermoregulating properties, which means that your little ones stay just the right temperature all night long. What’s more, Smalls believe in forever fashion over fast fashion and pride themselves on top quality garments made to last and to be passed on to younger siblings.

Naturally Intelligent By Design

Smalls are 100% natural. If your children are going to wear something day in and day out next to their skin, it’s important to know where it comes from (and where it’s going). Smalls’ ZQ ( approved merino is sourced from happy sheep living on fully traceable farms in New Zealand and Australia. Merino is sustainable and biodegradable, so no matter what colour you choose, they’re always green.



Catriona Pharo m 0044(0) 7769 668306

Claire Russell Park PR 0044(0) 7759221780  

Join our flock @lovemysmalls