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Love Merino Philosophy

LoveMerino was established in 2015 and is 120 years in the making.

LoveMerino founder, Pip Smith lives on the family farm with her husband Norm and their five beautiful children. Pip and Norm use holistic farming methods to ensure they regenerate the land for future generations. 

Our Philosophy

 

 

 

 

 

Our Fibre

At LoveMerino we are committed to bringing the “love” back to Australian Merino by developing an ethical, sustainable and collectable fashion brand. We hope that you will come to know us for:

  • Using the world’s best Merino to craft Australian made, premium quality, luxurious garments;
  • Regenerating the land as custodians for future generations;
  • Adhering to strict animal welfare standards;
  • Exhibiting integrity and ethics in every aspect of our business;
  • Providing full traceability from “fabric to flock”;
  • Supporting and promoting local and regional Australia; and
  • Showcasing young, up-and-coming Australian designers

Sustainable Farming

At Love Merino we are very passionate about improving the environment for our children and future generations.

Glenwood is not just a farming business but a way of life - we aim to achieve a harmonious balance between the landscape, animals, business and our family.

It could be said that Merino is the only fibre in the world that helps to regenerate the land. Our Merino sheep are managed to mimic nature, grazing in large mobs for short periods of time before moving paddocks, allowing the land to rest and regenerate its native flora as it has done for thousands of years.

 
Merino is a planet-friendly fibre made from the simple combination of sunlight, water and grass. It is made of up to 50% carbon, stored in a stable form. It is renewable, has the ability to biodegrade without harm to the environment and can be recycled.

 


Our unique approach to grazing has led to the re-emergence of unique species of native grasses thought to be extinct in this area and allows for the regeneration of the top soil - reducing the impacts of drought.

We monitor the farm’s progress twice a year using indicators such as the percentage of ground cover, type of ground cover, number of native perennials, evidence of organisms and the type of perennials.

Our Animals

Our Animals

We love our animals and our land. Our story is about caring for the environment and continuous improvement of animal welfare because happy sheep produce the best Merino in the world!

Glenwood Merinos is monitored by third parties on animal welfare and sustainable farm management practices. Trace back from “fabric to flock” means that you can be 100% certain that our products are ethical, sustainable and of the highest quality. We nurture our animals guarantee that they are:

  • Non-mulesed and naturally resistant to fly strike;
  • Raised in a low stress environment with minimal chemical use;
  • Free to roam all year round grazing as nature intended; and
  • “Plain bodied” with no wrinkles, allowing easy shearing.

Our Fibre

LoveMerino products are made with fibre sourced exclusively from Glenwood using a new generation of Merino sheep called SRS®, developed by ex-CSIRO researcher Dr Jim Watts.

SRS® Merinos have been developed over the last 20 years as part of an intensive R&D program. The outcome is a plain-bodied Merino with minimal wrinkle that does not require mulesing, is comfortable in its environment and has exceptionally high levels of fibre density and length. This results in more efficient processing and exceptional end product quality.

Our fibre is simply superior to any other Merino currently available and is the only premium fibre that is truly natural, ethical and sustainable. It is silky soft, lustrous and luxurious and feels more like cashmere than traditional Merino. A product of millions of years of evolution it also has amazing natural properties which include:

  • Super soft and non-itchy so you can wear it against the skin.
  • Having a deep, rich appearance after dyeing – Making it perfect for our luxury scarves!
  • Being an “active” fibre that reacts to changes in body temperature keeping you cool in Summer and warm in Winter.
  • Providing natural resistance to wrinkles.
  • Having excellent handle and drape which means our scarves effortlessly, elegantly and beautifully follow the form of your body.
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