About Us

Sons of the South is a Merino Clothing Collective the likes of which you have never seen! It's a movement connected in embracing a creative culture in the southern most and coldest of climates. Sharing Merino and its benefits with the world. Bringing like minded people together and providing a platform for collaboration and self expression. 

Before Sons of the South, Co-Creator’s Mark and James would buy woollen t-shirts  on the cheap and wear them as thermals during university snow missions. When wearing wool, they noticed that they weren't drowning in BO, unlike previous exploits wearing polypropylene thermals. 

They frothed on their new found wool, but they were scratchy, not the best fit and the boys knew they could design a far superior product. Not only that, they knew that there were many opportunities for people to benefit from wool clothing outside of just tearing down the mountain on a pair of planks.

Pumped up on possibilities, Sons of the South was born. With an eye for detail and youth culture in mind the lads put their heads down and started creating.  Focusing on 100% Merino, NZ Cut, stitched and printed, and keeping sustainability at the forefront of the operation they opened their metaphorical doors in March 2015 online. 

Merino made for the ruffians, the renegades and the revolutionaries the Sons of the South are here to stay.