Smitten Merino. Just by the very name, one could fall warmly in love! This well-adored family business began on a modest scale in 2007 with a simple mission: to blend Australia’s world-class superfine merino wool with classic, timeless design. The result? A luxurious brand so fine that from modest beginnings in Hobart it’s now reached the streets of New York City, where Smitten Merino lines boutique walls and has been picked up by the most worldly of fashion-forward enthusiasts.

There’s plenty to be smitten over. One only has to feel a garment to fall in love. Wear it and you’ll never want to take it off. It’s like the stylish version of a hug from a merino sheep!

The lightweight wool clothing range is all about style, comfort and practicality. When the family moved from WA to Tassie they fell in love with all manner of things. The cooler climate, the locals, and they also became quite taken by the sheep! Uncertain of where all our fine wool was being shipped to (the likely destination being Italy for suit making), they wanted to wear some themselves. So the innovative fam decided to make it. What began as a way to keep toasty warm became a business idea that would take Smitten Merino and Tassie local sheep onto the international stage.

It’s not only bushwalkers who discover Smitten for its breathability, warmth and layering brilliance, but also those exploring Salamanca Market. They can often pick up a wearable memory of their island time from the face of Smitten, daughter Holly. She’ll spin about the market stall showing every which way you can wear a single bold-coloured scarf, and will have you heading up the market with a little bit of Smitten that’ll be with you for years.

Meanwhile, father Carl sits in the marketing chair and his wife Nicola navigates between chief designer and photographer. Holly gets to try all the latest lines hot from the manufacturer’s hands while sister Brooke, now a GP in Queensland, is a part-time model. When youngest Daniel can be swayed from his surfboard at Shipstern Bluff, this budding photographer will step into photo shoots under the watchful eye of Mum.

So whether you opt for a fleecy swing dress in chilli red, wrap yourself in a snuggly potter coat, or simply dress things up with a mustard lightweight scarf, Smitten has you covered. Even the boys can rug up in style, whether it be active layers for spring-time mountain biking or the ultra-huggable cashmere wool dressing gown.

Oh, and don’t for a second think that any of the precious merino goes to waste. Smitten’s commitment to a sustainable and ethical brand is all about zero waste. When delightful ‘cutters’ Cathy and Carmen prepare each garment, any snippets of goodness otherwise destined for the floor are swiftly turned into beanies, headbands and mittens. Now that warms our hearts!

47 Sandy Bay Road, Battery Point
smittenmerino.com
(03) 6212 0197
[email protected]
Open Monday – Friday 9.00am – 5.00pm
Saturday 10.00am – 2.00pm (also Salamanca Market)