Local South Australian fashion brand Iris & Wool has launched a heartwarming new initiative, designed to help children and families facing cancer. With their new Softly Brave collection, they are donating all proceeds directly to the Childhood Cancer Association.
Based in the historic town of Burra, Iris & Wool has built a brand making beautiful Merino wool pieces, and this collection continues that legacy with beanies, cosy sweaters, tees and totes designed for adults and children. For founder Emily Riggs, Softly Brave is deeply personal, and about far more than clothing.
Emily was just nine years old when she was diagnosed with non-Hodgkin’s lymphoma. A year later, she lost her mum to breast cancer at only 43. Those early experiences of fear, grief and resilience became the foundation of her life’s work, ultimately inspiring the creation of Iris & Wool in 2019, with ‘Iris’ paying tribute to her mum’s favourite flower.
Now, with Softly Brave, Emily is channelling that journey into something profoundly hopeful. “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.
“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.”
Every item sold in the Softly Brave collection helps make the road a little softer for families navigating the unimaginable. Each purchase supports the Childhood Cancer Association, which delivers crucial services including counselling, accommodation, respite care and educational support. Iris & Wool already donates $1 from every sale year-round, raising more than $22,000 to date, and regularly gifts beanies to newly diagnosed children across South Australia.
This initiative is an extension of that generosity and a way to shine a gentle, comforting light on the reality that three Australian children lose their lives to cancer every week. Softly Brave exists to honour them, support those fighting, and help the families walking alongside them.
The collection itself reflects the brand’s signature aesthetic of beautifully made, heartfelt pieces. Wearing Softly Brave means carrying a story of resilience, and directly contributes to a charity making a life-changing difference when families need it most.
Through this initiative, Emily hopes South Australians will join the conversation and help raise awareness of the children facing the biggest battle of their lives.
The Softly Brave collection is now available online.
For more information and to shop, click here.
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