Every brand has a starting point. For Kunama, it wasn't a business plan or a trend forecast.

It was the years Fee, Kunama Founder spent in the mountains.

Long days skiing. Early starts in freezing temperatures. Layering up for changing conditions and discovering, season after season, which pieces became favourites and which were quickly forgotten.

When it came time to create Kunama, she knew one thing for certain:

• She didn't want to make more clothing.
• She wanted to make better clothing.

That decision shaped everything that followed in the Kunama story.

It Starts With The Fibre

When you're creating winter layers designed to perform, the material matters. A lot. That's why Fee chose merino wool.

Long before performance fabrics became a category, merino was keeping people comfortable in some of the world's harshest environments. Naturally breathable. Temperature regulating. Odour resistant. Soft against skin.

Merino works with your body rather than against it, adapting to changing conditions and helping maintain comfort throughout the day.

For her, it wasn't just the obvious performance choice. It was also the most considered one.

Why RWS Certification Matters

Choosing merino was only part of the story. Fee also wanted confidence in where those fibres came from. That's why Kunama uses Responsible Wool Standard (RWS) certified merino wool.

RWS certification supports high standards of animal welfare, responsible land management and supply chain transparency. It's a certification that aligns with the values Fee want reflected in every Kunama garment.

Because great products don't start in a factory. They start long before that.

Designed For More Than One Season

The fashion industry often talks about sustainability in terms of materials. We think longevity matters just as much. The most sustainable garment is often the one you continue wearing year after year.

• The one that earns a permanent place in your wardrobe.
• The one that comes with you on every snow trip.
• The one you reach for without thinking.

That's why every Kunama garment is Woolmark-certified pure merino wool from licensed partners, meeting strict global standards for fibre quality, durability and warmth, and produced using textiles and components from OEKO‑TEX STANDARD 100‑certified manufacturers (baby‑safe level), so the materials have been independently tested for harmful substances.

Not because certifications look good on a website. Because quality matters.

Buy Less. Choose Well. Wear Often.

At Kunama, sustainability isn't a campaign. It's a series of decisions.

• Choosing natural fibres.
• Designing timeless pieces.
• Prioritising quality over quantity.
• Creating garments worth holding onto.

That's what we mean when we say conscious from the start. 💕