Our Ethics

Superlove the company was and is inspired by two baby girls; our wish for them is a future where more companies have more integrity - Not just for ads and marketing campaigns, but because they want to do the right thing - socially, environmentally and ethically.

Here’s what 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. Happy ZQ sheep enjoy free range conditions year round and are never mulesed or live exported, ever! To find out more about the ZQ™ guarantee visit: Discover ZQ

Environmental Impact

Superlove Merino is nature’s superfibre.  All our garments are 100% natural, renewable and biodegradable; they are produced in a way that is respectful to our environment, as well as the humans and animals involved in every step of the process.

Sustainable: Every spring the Merino sheep wander 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.

ZQ™ accredited Wool growers have developed sustainable farming systems that are in harmony with the environment.

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. 

Packaging: All our packaging and stationary is recycled and/or produced from sustainable forests. We reuse and recycle religiously and consume consciously in everything we do.

Manufacturing - Fair, ethical & safe

You won't hear any awful stories about the factories that make Superlove merino falling down and hurting workers. All our garments are made at our own manufacturing studio in the English Lake District. 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 GOTSand Bluesign accreditations

The bluesign® system 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 zips in our products.

Our products and everything in them (fabrics, dyes and trimmings) conform to the following British Standards:

  • BS-EN-713 which is the standard designed for toy safety. The same standard is used in the assessment of the safety of materials and parts included in children’s garments.
  • BS 8510:2009 The safety standard for infant sleep bags. 

Superlove garments are designed and made in the United Kingdom. Being British made is really important to us and so wherever possible we use local suppliers; our packaging, branding & garment labelling are all sourced locally.

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 in the rain all day). So the merino wool is grown primarily in New Zealand where cold, high dry conditions produce the best quality merino in the world. 

All farms that supply Superlove merino wool are ZQ accredited to ensure the highest animal welfare standards. All farms are strictly non-mulesing and do not engage in other activities such as live exporting of sheep - which we consider entirely unkind from an animal welfare perspective. The majority of our wool comes from New Zealand with small amounts sourced from select Australian or South American farms in the event that demand for New Zealand wool exceeds the supply. 

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