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Article: Not All Merino is Created Equal

Quality is the key to success of the Mokopuna brand

In 2001 Campbell Gower of phil&teds saw a need and demand for merino babywear. Inspired, samples and packaging concepts were put together and in 2003 the Mokopuna brand was born. Five years after being launched in retail stores around New Zealand, the brand is now the pinnacle of the New Zealand baby merino industry and can also be found in stores in Australia, Canada, Norway and the UK.

We spoke to Pip Dumbill, the International Marketing Manager for Mokopuna, about what makes parents rave about Mokopuna merino babywear.

“A number of factors go into the mix” says Pip when we question her about Mokopuna’s key to success. A high quality product, a large number of colors that can be mixed and matched, brand partnership with NZ Merino and supportive retailers are all important factors.

The fact that Mokopuna only use the highest quality merino that they can find is of the utmost importance. The fabric sourced from merino sheep stations in the southern alps of New Zealand produces a superior product – the nutrition and climate are ideal for ensuring high quality, white merino wool.

Mokopuna also make a point of only using merino that meets Zque accreditation. “Traceability is a big issue for our customers” says Pip, “they want to know where our merino comes from and that the animals are kept well. Zque gives us that – sustainability, animal welfare – it can only be a good thing, it mislays any environmental or ethical concerns”.

The benefits of merino wool for babies clothing are becoming more and more apparent with further research and testing. Over the 2008/09 summer, Mokopuna teamed up with the Cancer Society to promote the natural UV protection of merino clothing, resulting in their biggest sales over summer on record. Mokopuna’s merino was tested to have an Ultraviolet Protection Factor of 40 (excellent sun protection qualities).

Recent changes to the fire risk labeling laws mean that merino is one of the few fabrics that have passed the testing to bear the label of low fire risk, making it one of the safest fabrics you can dress your baby in. Testing on Mokopuna garments actually showed that their merino was twice as safe as required to pass the new regulations.

Along with the thermo regulating and breathability qualities of merino the low fire risk helps to explain the rise of merino sleepwear on the market. This popularity is highlighted by Mokopuna’s decision to develop a 100% merino sleeping bag – the Cocoono. “The product has been extremely successful” says Pip. It’s an all-year-round sleeping bag, and its non-allergenic properties make the ideal sleeping environment for babies.

Mokopuna has big plans to extend their range and develop into offshore markets too, all while continuing to take care of their New Zealand market and produce a top quality product.

We can’t wait to see more Mokopuna on little bodies all over the world.

Our favorite Mokopuna products

1. Cocoono RRP $169.95 NZD
2. Pleat Neck Pinafore (Price TBC on release)
3. Hoodie RRP $89.95 NZD
4. Foot Pants RRP $39.95 NZD
5. Long Sleeve Shortsuit RRP $49.95 NZD
6. Trouser RRP $69.95 NZD
7. Gift Set $49.95 NZD
8. Blanket $69.95 NZD
9. Leg Warmers $19.95 NZD