Luvmother Retains What’s UP Public Relations as Agency of Record


luvmother circle logo

Luvmother Retains What’s UP Public Relations as Agency of Record

Montreal, Canada, April 6th 2017. Welcome Luvmother to the outdoor and snow specialty marketplace. Luvmother fine Merino children’s lifestyle and outdoor apparel is designed to provide warmth, durability and unsurpassed comfort while lasting for many, many adventures to come. As of April 2017, they’ve named What’s UP Public Relations as their agency of record.

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Founded in 2013 in Montreal, Canada, Luvmother was started by a husband-wife team with roots in the outdoor industry and an eco-conscious approach. Their mission is in line with the North American outdoor specialty marketplace, which prides itself on its land protection origins, responsible manufacturing, great design, commitment to community and preservation of emerging brands in diversified outlets. Luvmother’s fine merino wool layering systems are made using the highest quality products with sustainability in mind; their goal is for each piece to be versatile and durable enough to carry on into the hand-me-down cycle that currently exists in the children’s apparel marketplace.

Luvmother founder and partner Kevin Peacock explains “To make something ‘well’ is a decision and there really are no short cuts. We set out to design clothes that not only fit as they should but are also built from quality, traceable materials, feel good next to skin and that can stand up to the test of time because something worth doing is worth doing well. It isn’t inexpensive, but it’s worth it.”

Luvmother has hired What’s UP PR to counsel and communicate these goals and objectives to the trade, potential retail partners and the outdoor consumer. Beth Cochran, founder of What’s UP PR explains their mutual goals: “Luvmother is a new generation of committed makers of essential goods to benefit families getting outside and teaching others how to enjoy the outdoors comfortably with enduring products – the premise of this industry. We are honored to be on board. Our team is made up of outdoor enthusiasts and parents of all ages. It’s essential to constantly welcome new young members to this tribe of positive impacting business practices.”

Luvmother makes merino children’s clothing for ages 2-8 years and will be expanding their size range to include 3month -12 years in fall of 2017. The collection ranges from tops, bottoms and leggings to extra generous swaddle blankets, hats and accessories. Made primarily in Portugal with sustainably-sourced Merino wool, the brand can be found in specialty outdoor boutiques, Canada’s Mountain Equipment Co-op (MEC) and online. 

The Luvmother ethos is simple and transparent: they source materials responsibly and partner with honest people. They make practical pieces that stand the test of time and do whatever they can to minimize their environmental footprint, even if it affects the bottom line. 

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.