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Our Ethics

Superlove the company was first inspired in 2012 by our two tiny baby girls - beyond creating the very best Merino to keep them cosy in the UK winters (which goes without saying), when we started Superlove, we also decided that we would never do anything in business, that we couldn't tell the unvarnished truth about, to those little girls in a bedtime story. 

our wish for them is a future where more companies have more integrity - Not just for ads and marketing campaigns (fake eco greenwashing is everywhere and we think it really sucks) but purely because it is the right thing - socially, environmentally and ethically. 

As the years go by we continue to run Superlove according to the philosophy of the Children's Fire - A wisdom that transcends time and place

Here are some of the things we are doing...

Animal Welfare

The ZQ™ accreditation programme guarantees animal welfare and traceability. So you can rest assured that every Superlove sheep (and sheepdog), is Superloved indeed.

ZQ accreditation ensures the highest standards of healthcare on farm. and guarantees the 'The 5 Freedoms' is in place on every farm

These 5 Freedoms are globally recognized as the gold standard in animal welfare, encompassing both the mental and physical well-being of animals; they include:

Freedom from hunger and thirst

Freedom from discomfort

Freedom from pain, injury, and disease

Freedom to express normal and natural behavior (e.g. accommodating a sheeps need to form herds and migrate with the seasons)

Freedom from fear and distress.

So you know happy ZQ sheep enjoy free range conditions year round and are never mulesed or live exported, ever!

Environmental Impact

100% Sustainable

Wool is the most naturally sustainable fibre there is. Every spring the Merino sheep come down from the highlands to be shorn of their winter fleece - which is then naturally replaced as the sheep grows its winter coat again. This precious fleece produces a fabric that is 100% natural, annually renewable and completely sustainable.

Regenerative Wool Farming

Our ZQRX™ accredited Wool growers have developed sustainable and regenerative farming systems that are in harmony with the environment, keep soil systems healthy, sequester carbon and ensure that bio-diveristy is preserved.

100% Traceable

Every Superlove garment can be traced all the way back to the farm it came from.

100% Biodegradable

When a Superlove garment comes to the end of its long and happy life, it is completely biodegradable, you can put it in the compost or even plant it in the ground where it'll break down naturally into the soil.

It all helps...

All our packaging and stationary is either home compostable and made from plant based bio films or is paper based and produced from sustainable forests.

We use YKK Eco-Zips. 1 Zip = 1 Plastic bottle

Manufacturing - Fair & Clean + Zero Waste

You won't hear any awful stories about the factories that make Superlove merino. Most of our garments are made at our own manufacturing studio in the English Lake District and from 2021 onwards, some styles are made by our manufacturing partners in Vietnam. Our team of super seamsters are awesome and we treat them as such.

Our fabrics are spun, knitted and dyed, then made into garments by specialist manufacturers who hold GOTS. Oeko-tex and Bluesign accreditations

This guarantees the use of sustainable and safe ingredients in a clean process resulting in an equally safe and clean end product.

Bluesign criteria also requires that natural resources are used soundly and responsibly, reduces water and air emissions, improves its waste water treatment and generally reduces its ecological footprint.

We use only nickel free domes and YKK recycled eco zips in our products.

Zero Waste Project.

In 2018 we began a project to move to Zero Waste status. We re-purpose our cutting room waste into second-life products and partner with Kendal Scrapstore who take all sorts of manufacturing outputs (like the plastic tubes from the middle of fabric rolls)


Superlove garments are designed and made in the United Kingdom and we source locally wherever possible. so sometimes we get asked why we don't also grow our Merino wool here too?

The truth is, the UK climate is generally too wet for the successful farming of high quality Merino wool - and due to the sheer size of the fleeces they grow this, would be a potential welfare issue in itself (imaging wearing a huge fleece outside in the rain all day). So our merino wool is grown primarily in New Zealand where cold, high, dry Alpine conditions produce the best quality Superfine merino in the world.

All farms that supply Superlove merino wool are ZQRX accredited

Giving Back

Since 2015 we've given 2% of our profits each year to charities and causes that we research carefully and feel are honest and authentic.

We focus on supporting causes relating to children, families and nature.

Charities we support include


Children & War Foundation

Refuge UK

Share Tanzania

Hand to Hand for Syria

We'd love to hear from you if you have causes you would like us to support in the future.

On 'Black Friday' in 2021 we launched our Forest Friday initiative.

Superlove plants a tree for every order in partnership with the Eden Reforestation project.

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

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