Monthly Parenting Magazine

Most eco-friendly brand: Superlove Merino

Most eco-friendly brand: Superlove Merino


Superlove is the world’s first Zero Waste Merino Childrenswear brand and lives by the tagline ‘Play all Day, Sleep all Night’ using the technical power of pure Merino wool. Our award-winning range of Merino clothing, sleepwear and baby sleeping bags is manufactured in the Lake District in a 100% solar powered factory and uses only the finest quality sustainable and traceable Merino wool from Ethical, high welfare ZQ certified farms in New Zealand. Our ethos is built around the idea of the children’s fire – a philosophy that ensures that anything we do will only happen if it creates a positive impact for the children that will inherit our legacy.

Our range centres around Superfine Merino wool and GOTS Organic cotton. The range features baby and toddler sleeping bags that are TOG free and can be used year-round without need for several different weighted bags, they all have innovative size adjustment features so each bag lasts for several years – making them excellent value investment peices. Merino naturally regulates body temperature to improve sleep quality and ensure a snug sleep without risk or worry of overheating. Our range also includes luxe pure Merino layering basics and (new for 2021) a range of reversible Merino lined hoodies with a built-in-merino baselayer.

Our brand is centred around two main pillars. The first is to source the absolute best of the wooly world – our Merino is different to the others and our customers tell us this all the time. The second is our commitment to being authentically ethical – no greenwashing here – It is this ethos that has led us to create a range where every little detail is ethical and eco friendly and we extend this to the entire supply chain – from the wool itself to the recycled zips (1 zip = 1 plastic bottle), our plastic-free compostable packaging and zero waste program and the welfare of our happy sheep is a non-negotiable and we’re totally transparent about the way we do things (we love it when our customers ask us curly eco or ethical questions!

Superlove Merino Most eco-friendly book here