Brand Tas

Smitten Merino is a family-run business born in Hobart in 2007. Founded by husband-and-wife duo Nicola and Carl, the company grew from their vision to create lightweight merino wool clothing that is both stylish and practical, all while being manufactured in Tasmania. After relocating from Western Australia, they fell in love with the island’s climate, its people, and especially its sheep. Curious about the destination of all the local wool, they decided to start designing and making their own merino garments . Committed to supporting the local community, they aimed to build a unique brand that would provide both locals and visitors with a wearable Tasmanian souvenir to cherish for years