Softly Brave: How mum’s Merino wool brand is helping kids fight cancer

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Iris & Wool's founder, Emily.
When fashion meets purpose, powerful things can happen — and that's exactly the mission behind the new Softly Brave initiative by South Australian label Iris & Wool.

Founded by childhood cancer survivor and mum, Emily Riggs, Iris & Wool is donating 100% of the proceeds from a brand-new collection to the Childhood Cancer Association. The range includes cozy and stylish Merino wool items for both adults and children — think beanies, tees, a sweater, and a cute tote bag — all designed with comfort, strength and love in mind.

“In a time of acute illness and recovery, there is a craving for softness, love and nourishment,” says Emily. “Merino wool is renowned as a super fibre, strong yet incredibly gentle on fragile skin – a super fibre for super kids.”

A soft touch for brave little fighters

A woman and two children wearing colorful beanies

The Softly Brave collection was born from Emily’s deeply personal experience. Diagnosed with Non-Hodgkin’s Lymphoma at just nine years old, Emily also tragically lost her mum to breast cancer during her treatment.

“When you buy a Softly Brave piece, you help shine a light on the journey these brave kids are walking alongside their families and make their experience with cancer a little softer,” she says.

Through Softly Brave, Iris & Wool is:

  • Donating all proceeds from the Softly Brave collection to the Childhood Cancer Association

  • Gifting free Merino wool beanies to newly diagnosed children in South Australia

  • Donating $1 from every Iris & Wool item sold, not just Softly Brave pieces — raising over $22,000 so far!

The Childhood Cancer Association provides vital support services including free counselling, respite accommodation, and education services for families in crisis. With three children dying from cancer every week in Australia, this work is urgently needed.

From personal pain to purpose

Emily founded Iris & Wool in 2019 to honour both her healing journey and her late mother — the “Iris” in the name refers to her mum’s favourite flower. Alongside her fifth-generation farmer husband, Tom, Emily also champions Australia’s Merino wool industry, showing how ethical fashion can also carry meaning.

The Softly Brave collection is available to shop online now, with every purchase directly supporting families impacted by childhood cancer. Shop the collection and make a difference at irisandwool.com

 

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