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About Superlove Merino

Superlove Merino was founded during the particularly frozen winter of 2012, in the English Lake District by Becky Sayer, an English textile and garment designer for whom every problem is an invitation to create; and Suse Fletcher a Kiwi wool-geek with a penchant for perfect products and a background in merino wool marketing & development. As long-time merino converts ourselves (once tried you can never go back) we knew the life changing power that really good merino garments bring, a luxe layer of softness next to skin, regulating body temperature and insulating naturally without any bulk. We can't live without ours and we wanted to wrap our beloved babies in the same. But while the merino products available for little ones at the time were soft enough, they were not particularly substantial and certainly didn't cut it if you stepped out of doors, we needed the proper stuff. The result was Superlove Merino, Britain's first range of performance merino clothing and sleepwear for babies, toddlers and kids aged 0-10 years designed especially for the British and European Climate. 

Our Brand

Superlove is an adventurous brand for adventurous little people. We take nature's Super Fibre - Merino Wool and selecting only the best, create clothing and sleep bags for babies, toddlers and children aged 0 - 10 years, that are as high performing as they are Supersoft and cute. Our Merino is like no other and you'll feel the difference at first touch; we source the finest technical merino wool in the world to create our signature Superwool®Uniquely Superfine, Supersoft and Superwarm with extra loft. In Superlove Merino little ones will stay snug, dry and comfortable, all day long and all year round. Superlove in both name and in nature, we've made sure that our beautiful merino products areethical in every way - proudly made in Britain, using wool from happy sheep, fair to all the lovely people who make it and taking care of the environment we all share. 

Our Name.

Parents know that overwhelming feeling...you feel it for the first time when that tiny newborn is finally in your arms, then again and again as the years go by and they grow.... It’s love but this time on a whole new level, you want them to have the very best in life and would do anything for them.

That is Superlove. 

Our Standards

We admit it, when it comes to Merino we are very fussy and you can tell that as soon as you feel our unique Superwool® Merino fabric.

As parents, we've all brought products for our children that have been SO good they've been in constant rotation. Conversely,the prevalence of 'fast clothing', means we've all had our fair share of items that don't come up to scratch and just end up languishing at the bottom of the drawer (a true waste of money!). At Superlove we spend far more time in product development that we do in marketing, ensuring that every product in the Superlove range is what we'd call a 'perfect product' destined to spend its entire life either being worn, or being washed.  Our garments are made here in Britain andwe work closely with our manufacturer to ensure quality.  For a brand called Superlove, no ordinary merino was ever going to do - instead it had to be a 'Superwool'. We didn't want to just tick the merino box and don't believe that merino for our little ones should be any less high performance than the stuff beloved by elite adventurers. So we've sourced the highest performance, best quality and most ethical merino in the world for our products. Our customers tell us that they feel the difference as soon as they touch it.

Now your child can wear it too.. 

Our Products

The Superlove range of merino for babies, toddlers and children aged 0-10 years is built around merino clothing, merino sleepwear and base layers and merino baby sleeping bags that are pure luxurious essentials, designed to be worn next-to-skin, day or night, year round. Our 100% superfine merino is double knitted and at 240gsm (grams per square metre) it is superwarm and perfectly calibrated to suit the chilly British & Northern European climate it is designed for, whilst being silky soft and lightweight for comfort and freedom of movement. Beautiful, practical colours will co-ordinate with everything from cute outfits to outdoor and ski gear. 

Our Multi Award Winning Merino Baby Sleeping Bag range helps babies and toddlers regulate body temperature throughout the night, improving sleep patterns due to increased comfort. Merino is the safest natural fibre for baby sleepwear and the Superlove bag contains more of it than any other. There is no need for multiple tog ratings or duvet weight bags that contain fillers. Choose from our Superfine Merino & Organic Cotton Sleep Bag in a series of beautiful prints or our 100% Pure Merino Sleep Bag with two layers of merino for the ultimate in luxe warmth.  

If you would like to know more drop us a line at care@superlovemerino.com

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