Sustainability is our story

Smalls is the go-to specialist for Merino wool clothing for all ages. Smalls Merino, a female-founded luxury brand, offers 100% Merino Wool base layers & essentials for women & children. Beyond being incredibly soft, their Woolmark certified & ZQ Merino traceable products are eco-friendly. 

"Happy Underneath it all"

Smalls the brand came about over a glass of wine in Cats kitchen, the brand name has a perfect double meaning. Representing Smalls - your smalls people and Smalls - your underwear, a British euphemism for ones unmentionables.

 Garments have a high attention to detailing, with contrast stitching and cords a signature mark. All fabric is traceable to source.

Smalls Merino launched in Selfridges July 2014 with a mission to re imagine the way we wear wool. How we make Smalls, and the values behind it were and remain as important to us today. Sustainability and traceability have always been at the core of everything we do, right before it was a thing. 

Smalls original tag line “Happy underneath it all” was also created by another amazing New Zealander; Worldwide Executive Creative Director of Mother, Susan Hosking – who has been besties with Cat since they were four years old!

We have always been about ‘Slow Fashion’. Slow’ to us means buying less and choosing well. We create luxury essential merino garments that have genuine longevity and traceable provenance, all the dots carefully joined, from farm to fashion.