“We wanted a name to represent more than just the collections we put out, something that truly defined the spirit, integrity and intention behind the brand. The two words ‘love’ and ‘mother’ are packed with positive meaning and we tip our hats to all moms, mother earth, the mother of invention and the idea that with a little luv anything you put your mind to is possible.”
Kevin, Co-Founder and Creative Director, Luv Mother
We were fortunate to receive samples from a new Canadian brand, Luv Mother, just before our trip to the United States, where we travelled to big cities, small towns, a peninsula, an island and beaches. I know, from my husband’s experience that merino wool is a very versatile and a durable material for clothing, and that it also transitions well from cold to warm weather. So I was excited to test it out with the kids, especially for our beach days when the warm sun would give way to cool windy evenings on the beach, best enjoyed with a bonfire, s’mores and good friends.
Luv Mother makes merino clothing for children. My husband, Matt, has worn merino almost exclusively for his tops for the last decade. Having read about the durability of merino wool, and some of the amazing stories of people wearing a single piece for 40 or more days straight without washing (or 100 days in a wool dress shirt), he was sold on their light environmental touch (imagine how much water and energy are saved when you can wear something 10, 20, 100 times before washing it!), which was only made better by the durability of wool. Add to all this, that being a natural fiber, wool is biodegradable once there is no life left in clothing, it gives new life by nourishing the soil.
Luv Mother’s clothing is designed and sewn in Canada, and the merino is sourced from Australia and New Zealand. As many of you know, I am very particular about bringing animal products into our home. But I also consider the durability and environmental impacts of my purchases. This is why we opt to buy durable leather shoes over plastic or foam ones that may be kinder to some animals, but breakdown more quickly from use and yet ironically live on in landfill forever (plastics will eventually breakdown into plastic ‘dust’ but they don’t actually biodegrade), thereby harming many animals in the long run. Wool is another animal by-product that we include in our home, on occasion, when we can be assured that it is from an ethical source, where the sheep are free roaming, are treated well, are not mulesed, and are from farms that are monitored and certified to treat their animals according to animal welfare principles (RSPCA and the New Zealand Animal Welfare Act). Fortunately Luv Mother is a company that sources exclusively from ethical producers.
It makes sense, then, that Luv Mother’s tag line is “sourced in earnest.” For them this phrase is all about being conscious about every decision they make. And they really do follow through on this, every aspect of sourcing and producing their clothing is done sustainably and ethically. For example, Luv Mother: has carbon neutral shipping (they purchase carbon offsets/credits for the emissions resulting from shipping their clothing); all paper products and hangtags are printed on FSC (Forest Stewardship Council) certified paper; working with their clothing factory to reuse and upcycle fabric scraps through creative partnerships.
In addition to the sustainability and great usability of the clothing, I love how “packable” their merino clothing is. The clothing is very lightweight and easily packed into my minimalist travel bag (an oversized purse from Nena & Co). What little wrinkling occurred while the clothing was in the bag fell out quickly as the children wore it. Great, because fussy clothing is banned while on travel! (Merino is machine washable and can tumble dry on low, but really it dries so fast it’s easy to air dry it and save some carbon emissions). Oh and did I mention the merino is soft? The kids didn’t complain of itching at all. Win-win-win-win.
The merino proved itself to be an exceptional fibre. But, then again, nature doesn’t often get this stuff wrong. Thousands of years of evolution has led to smart hairs growing on sheep. They are able to keep you warm when you need it, but keep you cool when the sun is out. We used the tops to transition from afternoon to evenings at the beaches, on windy ferry rides, and even an impromptu dip in the ocean — I forgot Sen’s swim suit on one occasion, so he went in with his merino top on. I would have let him swim naked, but he was too quick to run into the waves. I was delighted to find that his top had completely air dried within about 30 minutes, his cotton pants, on the other hand, were still soaked hours later. It was a good lesson for me: on those occasions when the kids might get sweaty or wet, dress them in wool! While I didn’t know it at the time, I’ve since learned that wool is also considered a firesafe fabric and is self-extinguishing, it won’t melt or stick to your skin. Winning!
All in all, we loved the clothing and found the brand name quite apt. The children played in the sand and sea, climbed rocks and dunes, enjoyed the wind on a blustery ferry ride, enjoying the elements mother earth offered them in this part of the world. While their spirited childhood hearts would have fueled the fun and enjoyment no matter what, I’m pretty sure comfortable clothing helped them extend their fun a little longer.
Clothing details: Ro wears top and skirt from Luv Mother; Sen wears top from Luv Mother and organic cotton leggings from Mabo; best, most durable and stylish sandals around Salt Waters from Mini Mioche.
Find Luv Mother on Instagram @luvmthr
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