Superlove Merino is my second label love of the week.
The choice is mainly because it’s SO cold and Superlove is the perfect brand to help keep babies and toddlers warm in the British winter.
But it’s also because it has been set up by two enterprising mums who met at a mother & baby group just over a year ago and who together hit upon a gap in the market designing merino base layers for young kids.
Director Becky Sayer and Suse Fletcher met after both moved to the Lake District to raise their daughters in a beautiful rural environment.
Becky says “We had both left jobs in cities, Auckland for Suse and London for me. Suse has a background working on new innovations with wool (at the Woolmark company in Australia) and I have been making clothes my whole life (my Mum made costumes for film and theatre before she had me).
“Suse and I both enjoy the great outdoors and appreciate the value of having the right kit for any weather conditions. Naturally we wanted the same for our babies, but were surprised to discover that good merino base layers were almost impossible to find for very young children.
“In New Zealand everyone dresses their babies in merino wool and midwives recommend it for newborns because of it’s incredible temperature regulating properties. We put our heads together and decided to create our own brand. Nine months later we received delivery of our first bulk order and launched our online store. It’s been quite a ride so far!”
Superlove is completely ethical and their wool is sustainable, fair trade and free of nasty chemicals. The merino they use is also thicker than the average, plus is designed specifically for the British climate. Oh, and it’s all completely machine washable – even tumble dryable, which makes it very practical too.
I love the fact the base layers are so versatile – Becky says they have been worn underneath a flower girl dress at an outdoor wedding in Sweden and under a snowsuit on top of a mountain. They make fab PJs too.
Check out their beautifully designed site here – and pick up a bargain as the Superlove sale starts today.