Written by Katie Hintz-Zambrano
Photography by Photo Courtesy of Luvmother
As much as we love a vibrant holiday sweater and an elegant tutu here and there, the kids’ clothing that we reach for time and time again ends up being simple, durable, and comfortable basics. Which is why the brand-new Canadian brand Luvmother immediately caught our eye.
The uni-sex label, all made in Montreal, is rooted in natural merino wool, which husband-and-wife founders Kevin Peacock and Giselle Murphy believe to be the best fabric around to compliment an active lifestyle, keeping one warm when it’s cool out, and cool when it’s warm out.
“When we had our twin girls, Quinn and Léla, we went looking for merino for them and either couldn’t find it or were limited to imported basics like long underwear or generic sleepwear,” explains Peacock. “That was the ‘aha’ moment when we recognized a gap in the market and started to explore what it would take to create our own collection. The best merino in the world comes from both New Zealand and Australia and we’re partnering with mills in those countries that supply us with soft, easy care merino in the custom colors that we wanted.”
The dreamy palette he speaks of includes rich navy and eggplant, soft grey, bright melon, and a baby pink dotted with tiny birds, in honor of their daughter Léla’s “Birdy” nickname. Meanwhile, the shapes are comfy and cute: Baseball tees, hooded henleys, lightweight cardigans, sweatshirts, skirts with pockets, and jogger pants.
“We set out to create a line of clothing that not only compliments kids’ energy, but also one that has a hand-me-down quality built in and is created through an earnest, traceable process,” says Peacock, who also works as an art director and graphic designer in the outdoor industry. (His wife’s professional background includes corporate social responsibility, policy, and good governance.)
Ready to load up on quality gear to get you through the chilly season, and beyond? Look no further.
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