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“It’s all about changing traditional perceptions of wool and the way we wear it...also, about buying less and choosing well, to quote Vivienne Westwood!”
Cat Pharo, co-founder, Smalls 

SMALLS launched in Selfridges July 2014 with a mission to make wool cool for kids again. But that wasn’t our only mission. How we made Smalls, and the values behind it were and remain as important to us as the finished article. 

‘Slow Fashion’ is at the heart of everything Smalls do. ‘Slow’ to us means buying less and choosing well. We create gender neutral merino garments that have genuine longevity and traceable provenance, all the dots carefully joined, from farm to fashion.


Hi, we're Cat and EJ, two New Zealand born friends who, over the last eighteen years, have set up homes – and families – in the UK. Between us, we’ve got six kids aged between six and twelve. When our kids were babies, their generous New Zealand grandparents sent them lots of woolly goodies from our homeland. It was during this time that we realised the magical powers of merino wool. Wrapped up snug in it, our kids stayed warm in the cold British winters and in summer or indoors, they didn’t get as hot and sweaty as they did in cotton or polyester. And most excitingly, because the merino stayed cleaner for longer, we didn’t have to spend as much time doing washing – or suffer the post-wash disappointment of the garments shrinking or coming out grey.

On top of this, the merino was so comfortable to wear that as soon as the kids were old enough to speak, they made it clear that they didn’t want to wear anything else.

But there was a problem…

There weren’t many merino garments made for older kids. And those that there were, were generally pretty ugly. So we hatched a plan. We decided to make our own. Though neither of us had done anything like this before, it wasn’t total madness. One of us is a stylist (Cat), and the other is in marketing (EJ), and both of us are passionate about design and fashion. Not to mention the fact we both had our children telling us what they wanted every step of the way!

And so Smalls was born

A range of merino garments for children that look as good as they feel. Worn and loved every day by our own kids, we now want to share them with you.

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