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Meet the makers: Smitten Merino

Clothing by Smitten Merino is Tasmanian made and owned, and ideal for travel as it can be rolled or folded and still pop out of your carry-on luggage looking smart! With classic styles that are machine-washable, Smitten Merino produces timeless garments for effortless outfits in any climate. Now, it’s time to meet the makers behind this beautiful brand.

It was a cool October morning in 2007 when husband and wife, Carl and Nicola, were enjoying a coffee in Hobart’s Sandy Bay when they began dreaming of a future where they owned their own business. The business had to use local merino wool fibre and focus on products that were locally and ethically made.

Carl and Nicola had just moved their family from sunny Fremantle in Western Australia to chilly Hobart, Tasmania’s southernmost city, and the climates stood in stark contrast to one another. It was this seemingly innocuous factor that led to the founding of Smitten Merino, a family merino wool business specialing in timeless garments.

woman wearing grey dress
© Smitten Merino

Now, 15 years on, Carl and Nicola employ eight people directly in Hobart, as well as the many seamstresses that sew Smitten Merino garments in northern Tasmania. The Smitten range features natural, lightweight clothing that’s warm and handsome, but also comfortable, practical and machine-washable. The dream to establish this business was built upon the desire to support Tasmania and keep it local, and this core pillar underpins everything Smitten Merino does today. Made in Tasmania, the effortless designs provide a lifelong wardrobe.

Smitten is a small family business. Carl and Nicola’s daughter Holly, is the main model, while their daughter Brooke and son Daniel continue to help grow the business through smart ideas and photo shoots. Nicola and Carl have loved creating the Smitten Merino brand and really hope that everyone who buys a piece of their dream loves it, too.

This article was produced with content supplied by Smitten Merino and is a Signature Luxury Travel & Style digital exclusive.

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