Our Story

Fluff was born from a simple desire: to find beautiful, natural-fibre knitwear for a new baby in a world full of polyester.

That search sparked something deeper: a longing to make clothes that feel good to wear, are better for the planet, and reconnect us with materials that matter.

In searching for better materials, we came back to something close to home: Spanish Merino wool.

Once known as “oro blanco” (white gold), Merino wool was one of the most valuable fibres in the world. It shaped the economy, culture, and landscape of Spain for centuries.

But over time, synthetic fibres and fast fashion pushed this extraordinary material aside. Today, much of it goes to waste.

We want to help change that.

We focus on one piece per season. Same piece, thoughtfully designed to work for both kids and grown-ups. Because let’s be honest: how many times have we dressed our children and thought, “I wish they made that in my size”?

Why only one piece? Because small, seasonal batches and a made-to-order approach allow us to avoid overproduction and reduce waste. By opening limited pre-orders, we only make what’s truly wanted. It’s a slower, more conscious way of creating—and buying.

It gives us time to get each detail right and it gives you space to choose more mindfully.

We hope these pieces are worn often and loved for a long time.

May they wrap you and your little ones in warmth for many seasons to come.

May they be mended, cherished, and eventually handed down—full of stories.