Timeless kids’ knits from The Woolly Brand

The Woolly Brand’s debut range of kids’ knitwear is gentle, durable and machine washable – ideal as an heirloom for future generations. (Photo: Georgie Mann Photography)

Inspired by her upbringing on a wool-growing property and her career in neonatal intensive care, Anna Brand has launched a range of Woolmark-certified kids’ knitwear made from 100% Australian Merino wool. The range is designed to be smart, sustainable and durable enough to be handed down through the generations.

Anna Brand, the founder of The Woolly Brand, lives on a farm near Caramut, north of Warrnambool in the Western District of Victoria, with her husband Will and their two girls, Elizabeth and Harriet.

Wool has always been a significant part of Anna’s life. It was growing up on her family’s mixed grazing and cropping farm between West Wyalong and Griffith in the Riverina of NSW that first established her love for wool.

“I was always surrounded by woolgrowers, knitters and an appreciation for the natural fibre,” Anna said of her childhood.

“As kids, being involved in the farm was a way of life – from helping out in the paddocks on our ponies moving ewes and lambs, to lamb marking which was an annual get together with family friends in school holidays. There were scorching and dusty summer days crutching to beat the flies and freezing winters shearing that always involved a bit of mutton busting.

“It was during such special times that me and my siblings were snug in our 100% Merino hand-me-down woollies knitted by Mum, our Grandmas and other rellies. It was a common picture for the average Aussie farm kid, one that in hindsight was quite the luxury.”

These hand-knitted woollen heirlooms were passed down from generation to generation, a simple yet special gesture which has become one of the fundamental values that The Woolly Brand is built upon.

Anna Brand and her two daughters with The Woolly Brand’s knitwear made from 100% Australian Merino wool. (Photo: Georgie Mann Photography)

Setting up and launching The Woolly Brand

The idea for The Woolly Brand came about on a Brand family holiday on the coast at Port Fairy in February 2020. One day as a southerly cold change whipped through, out came her daughter’s woollies – those same family heirlooms and some newly knitted pieces from Will’s mother.

“Everywhere we went on the day, people were complimenting us on our daughter’s beautiful Merino knitwear and asking where they could get something like it,” Anna said.

“We were discussing this, and how hard it is to find great Australian kids’ knitwear if there’s no knitting Nana in the family. And so, as we rounded the Port Fairy lighthouse, the concept for The Woolly Brand was born.”

Anna subsequently set about creating the brand and its range of kids’ essential woollies. Having spent her entire career in neonatal intensive care and paediatrics, and not in fashion and textile design, this was a challenge and a new experience for Anna involving a lot of learning.

However, Anna was up to the task and, with some helpful advice from industry contacts and AWI subsidiary The Woolmark Company (and the all-important support from Will throughout the process), she has succeeded in creating a wonderful debut range comprising cable knit jumpers, beanies and blankets for babies, toddlers and children.

The collection was launched at the end of May and is available to purchase online from the brand’s website. All the pieces are made from 100% Australian extra fine Merino wool. They are Woolmark certified for quality and are machine washable.

“I received great support from the wonderful team at The Woolmark Company, including valuable advice and access to educational resources. Furthermore, by being certified through the Woolmark Licensing Program, our customers can be assured that the quality of our products is up to standard,” Anna said.

Sustainable and durable knits

Anna highlights three key reasons why Merino wool was the obvious choice for The Woolly Brand: the fibre’s eco-credentials, its super softness, and its safety benefits such as fire retardancy and thermoregulation properties.

Importantly for Anna, she has created a range of Australian Merino knitwear that is durable enough to handle a kid’s daily rough and tumble, with the convenience of being machine washable – and, when the time comes, still be in a good condition for handing on to family and friends.

“Rather than adding more stuff to overflowing wardrobes, The Woolly Brand set out to pave the way for a sustainable future, where smaller quantities of products made from natural and good quality fibres that stand the test of time are passed down to future generations,” Anna added.

More information: www.thewoollybrand.com.au

This article appeared in the September 2022 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.