If you know the joys of merino wool — the four-season wool that doesn’t feel like wool at all — or you have a kid with fabric sensitivities or discerning preferences but need something heavier than cotton, you’ll definitely want to take a look at luvmother, especially as fall and winter creep up on us.

This indie mom-and-pop Canadian label is making stylish, wearable, beautifully constructed kids clothes and they’ve just expanded to include baby sizes starting at 0-3, and tween sizes through 12y.

I’m loving the adorable basics that balance style and practicality, and from the couple of items I’ve seen in person, the premium fabrics (there are some organic cottons in addition to the merino) are made to hold up.

Heaven knows I value a good hand-me-down brand.


Luv Mother merino basics for kids and babies: so cute!

Take a look at the stie’s tops, tees, polo-style shirts, hoodies and sweatshirt-style crew sweaters, leggings, and even cute caps and baby blankets.

As for me, I’m loving the stripes, and especially those tops with the layered effect of long sleeves under short which give a little bit of punch to an otherwise go-to basic tee.  And as a bonus, it’s nice knowing everything is made right in the US, Canada, or in Portugal with eco-friendly manufacturing processes.

Edited to add: To be clear, these are made from Merino Wool which is still wool. So it won’t feel like a cotton or a synthetic; but it is way softer and thinner than other wools, and would also be great for layering over cotton long-sleeve tees, for example for warmth.

Don’t let the prices scare you; they’re shown in CAD, so that $41 merino hoodie or sweater is around $33 USD. And be sure to check out the luvmother outlet category where you’ll find deals like a merino skirt (I love it so much!) is reduced from $65 CAD or $53 USD, to a very reasonable $32. That grey skirt may, in fact, end up in my cart right after writing this.

Just one note to the brand: You don’t have to be white to wear these clothes, right? It would be fab if the next catalog reflects that fact.

Take a look at the lovely, soft merino wool clothes for kids and babies online at luvmother. Don’t forget to take about 20% off if you’re converting CAD to USD!

Thanks to the company for sending CMP a few samples for review consideration.