A family-owned fashion business from western NSW is looking to build on its domestic and international success by launching a new collection of certified ethical, sustainable and collectable Merino garments that can be traced right back to a flock of sheep on their farm.
LoveMerino is the culmination of five generations of persistence and passion of a Merino-farming family from Wellington in country NSW who are bringing their inspiring story to the world.
LoveMerino has embraced the “slow fashion” ethos by working in small scale production with local Australian manufacturers (AB Knitwear), artists (Manuela Strano) and design houses (Shibori and Publisher Textiles) to produce limited edition pieces inspired by the land they love so much.
“Consumers around the world are becoming increasingly discerning about the ethical and sustainable aspects of fashion,” says LoveMerino’s founder, Pip Smith. “They want to know where the product comes from, how it was produced and the story behind the brand.”
Pip says that LoveMerino is not just a farming business but a way of life, aiming to achieve a harmonious balance between the environment, animals, business and the family.
“[Customers] want to know where the product comes from, how it was produced and the story behind the brand.”
The family’s farm, “Glenwood”, is one of only very few in Australia to be certified under the Responsible Wool Standard, a voluntary global standard that addresses the welfare of sheep and of the land they graze on. They are looking to continuously improve animal welfare and ceased mulesing in 2005.
“To me, slow fashion means producing garments that are of the highest quality, while nurturing the environment on our farm and supporting local makers, designers and artists,” Pip says. “As a consumer, I see slow fashion as a way of thinking about how I buy, wear and care for clothes so they are long lasting and bring joy to my life. That is exactly what we have tried to do with LoveMerino, which uses Merino fibre sourced exclusively from our farm, ensuring we can trace your scarf right back to a specific flock of sheep.”
The company works with local suppliers – both sheep and people – to ensure that their products are ethical and sustainable; made with love, inspiration and with only the best materials.
“The interest in our story and support for our vision has been amazing, not just here in Australia but from countries like the US, Germany, the Netherlands and the United Kingdom,” says Pip, whose efforts have been rewarded through winning the fashion category of the 2019 Country Style Awards.
This story first appeared in issue 26 of the Inside Small Business quarterly magazine.
