“It’s all about changing traditional perceptions of wool and the way we wear it...also, about buying less and choosing well, to quote Vivienne Westwood”, Cat Pharo, co-founder, Smalls Merino 2014.

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. 

We are all 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.  

We ONLY work with ZQ Merino  certified farms, ensuring our wool is held to the highest standards of farming, land management and animal welfare. Our fabric mill in Italy is the only one in the world with EMAS certification and 100% vertical supply chain.  We have partnered with a family run factory in Portugal to make our Smalls with love.