No muss, no fuss and very matter of fact. Beautiful, functional children’s clothing in superfine merino wool.

Located in Montreal, Canada and built on the premise that it was hard to find well-made long lasting, fine children’s early-stage clothing, and knowing that Merino is a perfect fiber for comfort, warmth, and durability, the husband and wife Founders of Luvmother set out to provide kids with clothing they knew would work for young families like themselves.

For Fall 2017 Luvmother unveiled a hip selection of shirts, hoodies, leggings, hats and accessories. The line is also designed to work as cross-over pieces.

“We’re trying to answer the perennial question: How do I bring the least amount of gear that will cover me in all situations”,  said Founders Kevin Peacock and Giselle Murphy (pictured above with their two children). “We want to encourage kids to get out there and have fun, get dirty, and not think about their clothes.”

Working with a former Patagonia base layer designer, the husband and wife team wanted to keep their twin daughters warm during the harsh winters in Montreal, Canada where they live. The couple designed the collection with extra-long cuffs for shirts to accommodate growth spurts, drop-down hems, flatlock stitching and raglan sleeves that don’t chafe.

To view the full collection visit Photos courtesy Luvmother