SMALLS was launched in Selfridges July 2014 with a mission to make wool cool for kids again.
Slow Fashion’ is at the heart of everything Smalls do. ‘Slow’ to us means buying less and choosing well. We create gender neutral merino garments that have genuine longevity and traceable provenance, all the dots carefully joined, from farm to fashion.
When our kids were babies, their generous New Zealand grandparents sent them lots of woolly goodies from our homeland. It was during this time that we realised the magical powers of merino wool. Wrapped up snug in it, our kids stayed warm in the cold British winters and in summer or indoors, they didn’t get as hot and sweaty as they did in cotton or polyester. And most excitingly, because the merino stayed cleaner for longer, we didn’t have to spend as much time doing washing – or suffer the post-wash disappointment of the garments shrinking or coming out grey.
A range of merino garments for children that look as good as they feel. Worn and loved every day by our own kids, we now want to share them with you.