NZ Supermerino lands in the UK with Smalls for kids

4ShN1-OzXqU0wHXWxwnfwn89CyOCgLzBgYcNx1_7j70Smalls (, the UK’s fresh new line of everyday luxe children’s merino bodywear, is one of the latest NZ endeavours launching in the UK. With New Zealand merino rapidly gaining cult status in the UK sportswear market, Smalls is set to fill the gap for older kids aged 2-12 with a range of 100% superfine merino with a cool fashion edge.

Smalls is the brainchild of Catriona Pharo and Emma-Jane Adam, both New Zealand-born mothers-of-three, who both fell in love with merino babywear. Smalls Co-Founder, Emma-Jane Adam, explains: “Wool is an inherent part of growing up in New Zealand, Mum dressed me in her home knitted woolly wonders. When my own children were babies, she sweetly posted them lots of woolly goodies. It was during this time that I realised the magical powers of merino wool. Wrapped up snug in merino, my kids stayed warm in the cold British winters and cool in summer or indoors, they simply didn’t get as over-heated as they did in cotton or polyester. Once our children started to grow out of the merino babywear, we were both frustrated that there wasn’t anything available in the UK, and Smalls has blossomed from there.”

Catriona adds: “We’re so excited to launch Smalls, stylish enough to wear on their own or to layer up. A Smalls long sleeve under your fave T-shirt or school uniform is the ultimate combo of comfort, warmth and cool. What’s more, as a mum of three, I know that my kids need to be comfy and I want them to be happy underneath it all, in all seasons, no matter what they’re wearing on the outside.”

Smalls merino is available at and at the London Selfridges store on the fourth floor in the kidswear department.

The pair say that they they always wanted to use New Zealand merino as it’s the best quality. The garments are
manufactured in Fiji by a factory that has the best codes of practice and a brilliant track record for production quality. Smalls was recently featured in the September issue of UK publication Baby & Me.

For more information about Smalls follow them on Facebook ( or follow them on Instagram and Twitter at @lovemysmalls.