Meet the makers: Smitten Merino

Smitten Merino is a proudly Tasmanian family business founded in Hobart in 2007 by husband-and-wife duo Nicola and Carl. Inspired by the island’s climate, community (and its sheep) they set out to create stylish, lightweight merino wool clothing that’s as practical as it is beautiful, all made locally in Tasmania. What began as a quest to keep warm quickly grew into a mission to support local industry and offer both locals and visitors a unique, long-lasting Tasmanian-made souvenir. Today, the whole family plays a part: Carl leads marketing, Nicola is the designer and in-house photographer, daughter Holly is the face of the brand and part-time sales star, Brooke models, packs orders during uni breaks, and even makes swing tags, while their son Daniel is (hopefully) stepping in as the next-gen photographer (when he’s not chasing waves!).

Now, 18 years on, Carl and Nicola employ eight people directly in Hobart, as well as the many seamstresses who 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.

About the fabric

Smitten Merino wool is sustainably grown, non-mulesed, and undergoes a meticulous manufacturing process, from cleaning, spinning and colouring, to design, machining, construction, and quality control, all tested in Tasmania to ensure exceptional quality. The result is a distinctive, ultra-soft fabric that provides cosy warmth in cooler weather and breathability in warmer months, making it ideal for year-round wear. Gentle on the skin yet tough enough for machine washing, Smitten wool is made to feel good, look great, and last

Ethics & sustainability

At Smitten Merino, sustainability is woven into everything they do. They donate more than 2% of annual sales to environmental causes, offset carbon by planting 1,430 diverse rainforest trees each year through Rainforest Rescue, and support wildlife through founding memberships with Bonorong Wildlife Park and annual donations to the Save the Tasmanian Devil Program. All fabrics are Oeko-Tex 100 certified and produced at an RWS-certified facility in Melbourne, powered by 1,400 solar panels and an on-site water treatment plant, making it one of the world’s most eco-friendly merino manufacturers. PLus, all parcels are sent in certified biodegradable, worm-friendly packaging and fabric waste is minimised by turning off-cuts into beanies, headbands, and mittens.