Our Merino Manifesto

Read about the values that shape our company.

We first started with one simple merino dress (The Rowena Swing Dress), but in the process, our company has become much more than that. Our manifesto is a culmination of our collective values, commitments, and dreams that we have put into action. We often say live simply, do good, and consume carefully. Read more about what’s behind these values.

Thoughtfully Innovative. We create products that honor the woman choosing to live her life with less. We know and love all of the benefits of merino on its own, and we also test and develop smart blends that enhance the durability, softness, and integrity of our product. For instance, we paired together wool and linen, creating a fabric that excels in the spring and summer, since linen is cool to the touch, and keeps you dry and comfortable in any climate. We also take pride in providing a product line of simple, practical styles that women can do just about anything in, whether that’s backpacking through a forest or leading an important work meeting.
Mindfully Minimalist. We’re not going to tell you that buying a dress will change the planet—we know it won’t. We’re also not going to tell you to be a “minimalist,” because we know that comes with a set of assumptions. We practice a less-is-more approach at our company (we’re convinced that more stuff doesn’t equal more happiness). We’ve found that replacing ten dresses in your closet with one highly versatile and functional dress can create a real, positive shift in your day-to-day. Merino truly enables you to do the things you love most, and makes getting dressed the easiest part of your day. That’s why we host a super supportive Facebook Page with over 16,000 members. Learn more about how to join the Facebook Group here.
Sustainably Enlightened. Laundry and care account for up to a quarter of a garment’s carbon footprint (Fashion Revolution). AEG Arabia says that 90% of the clothes we wash aren’t dirty enough to justify being machine washed. On top of that, washing is not easy on clothing, with every laundry rotation bringing a garment closer to the end of its lifecycle. So we make clothing that needs less washing, and we encourage you to wear more, wash less (#everydaymerino).
Packaging. Since our very first shipment, we’ve strived to be plastic free. 99% of our packaging is made from post-consumer waste paper, and is completely curbside recyclable. Learn more about our packaging here.
Adventurous Spirit. We embolden our fellow wool lovers to get out and see the great big world in our products. Being an e-commerce brand, we’re proud of the virtual community you have built since 2018. Take pictures. Share your story. Show us how you get more out of your days living with less. Where you take merino and where it takes you. How merino has surprised you. Whether that’s in your backyard or in the backcountry. There are no limits. After all, merino has your back.