Press Releases

Featured in Outside Magazine, Luvmother Has What is Takes

Superfine Merino for indoor, outdoor, school time, playtime and secret kid adventures.

Montreal, Canada, Sept 7, 2017.


Do you have what it takes to wear Luvmother? This couple has what it takes to make it. Featured recently in Outside Magazine, by Katie Arnold – Luvmother is ready to keep your kids in quality sourced clothing and ready for all elements.

Created by a husband and wife team who wanted to keep their twin daughters warm and cozy during the harsh winters in Montreal, Canada, Luvmother is emerging boutique-quality children’s outdoor apparel brand that fills a void for amazingly soft, comfortable and rugged children’s wear that stands the test of time.

The secret? Sourcing the finest small gauge superfine Merino wool, Luvmother’s collection is soft, fuss-free, and designed to keep kids cool when it’s hot and warm when it’s cold.

Working with a former Patagonia base layer designer, the pair — who were parents to 3-year old twins when inspiration for their entrepreneurial venture struck — designed the collection to meet kids’ unique needs. That means extra-long cuffs for shirts to accommodate growth spurts, drop-down hems, flatlock stitching and raglan sleeves that don’t chafe. (Their two children, whom they call “the best damn product testers” they have ever met, make sure of it on trips to the playground.) The line is also designed to work as cross-over pieces: for instance, leggings that can serve as long underwear on ski trips.

“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 in the article for Outside Magazine,. “We want to encourage people to get out there and have fun, get dirty, and not think about their clothes.”

The colorful collection — which is available in boutiques in the U.S. and Canada and online — is of heirloom quality and so durable it can be enjoyed for generations. Unlike their competitors, Luvmother’s offerings are not limited to long johns and sleepwear. In 2017, Luvmother unveiled a hip selection of shirts, hoodies, leggings and more that are great for back-to-school and holiday gifts.

Luvmother’s collection also includes extra generous swaddle blankets, hats and accessories. It has expanded its line for fall of 2017 to include sizing for both infants and pre-tweens.

To read more of their story, visit

About Luvmother

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 in North America. Knowing that Merino is a perfect fiber for comfort, warmth, and durability, the founders set out to provide others with clothing they knew would work for young families like themselves. Luvmother was born. The two words ‘love’ and ‘mother’ are packed with positive meaning, nodding to all moms, mother Earth, the mother of invention and the idea that with a little “luv,” anything you put your mind to is possible.

The brand can be found in specialty outdoor boutiques, and Canada’s Mountain Equipment Co-op (MEC) and online.

Contact: Beth Cochran 406.579.7909