Childrenswear brand Smalls enters adult fashion category

today Oct 12, 2018
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Smalls, a British merino wool brand for babies and children, has branched out into new categories with the launch of its first ever men’s and women’s collection this month.


In line with the brand’s DNA, the new collection for men and women is also made from lightweight 100% merino wool, and provides “luxuriously soft” essentials based on classic styles.

The collection is called 24/7, because it can be worn for dinner, at the weekends or to the gym, and includes a selection of long sleeve tops in a variety of colours, trousers and cami tops for women.

To mark the launch, the brand has unveiled a campaign featuring a series of real life models from a variety of different family units reflecting today’s modern family concept. The line-up includes Amber Graafland, Nicola Laird and Ross Matthews with their families.

Additionally, the debut coincides with The Campaign For Wool’s annual Wool Week, which runs from 8-12 October. The event aims to raise awareness about the unique, natural, renewable and biodegradable benefits offered by the fibre and promote its use as a sustainable material.

Smalls was launched in 2014 by Catriona Pharo and Emma-Jane Adam and is stocked by Harrods, Selfridges and Melijoe.com.

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