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Wildlife Friendly Enterprise Network

Buenos Aires Based Brand ‘Cubreme’ Sources Wildlife Friendly™ Merino Wool for New Collection

Designer Alejandra Gottelli Showcases Homegrown Natural Fibers that Support Argentine Family Farms, Artisans and Wildlife


BUENOS AIRES ARGENTINA – JANUARY 07 2020– Cubreme, an Argentine clothing and home goods brand, has joined the Wildlife Friendly Enterprise Network and is now sourcing Wildlife Friendly™ merino wool from Certified Wildlife Friendly™ ranches on Península Valdés in Patagonia Argentina.  ‘Cubreme,’ which translates to ‘cover me’ or ‘keep me warm’ in English, is a socially and environmentally focused clothing and home goods line working with small producers to source natural fibers. The brand employs family-owned and operated tailors to hand weave and finish fabrics for the line.  Alejandra Gotelli, one of the designers behind the label, explains, “Cubreme was born with the principle objective of sustainable development for the regions where small producers live by utilizing renewable, natural resources such as animal and plant fibers. Our philosophy is illustrated by our logo which has the letter “e” turned in the other direction, as a ‘wink’ towards a return to social equity, environmental balance and business ethics.”

Península Valdés is a 4,000-square-kilometer (1,544 square miles) protected area in Patagonia, declared a UNESCO Natural World Heritage Site in 1999. In the 1880’s when the first Europeans arrived and brought their domestic sheep with them, and a new era was ushered in placing ranching at the center of the regional economy.  During the 1960s Península Valdés became a global destination for eco-tourists leading to the creation of the first coastal reserves and subsequently to the declaration of UNESCO World Natural Heritage Site for the entire area.  

Guanacos at Sunset on Peninsula Valdes.  Photo courtesy Dario Podesta
Guanacos at Sunset on Peninsula Valdes. Photo courtesy Dario Podesta

Scientists identify the principal threats to biodiversity as habitat degradation due to overgrazing and competition for water by livestock, and poaching.  Guanacos are killed for meat and sport, and some landowners allow people from the cities to hunt guanacos in order to reduce numbers. Carnivores like pumas and Culpeo fox are often hunted or poisoned in retaliation for presumed predation on domestic animals, especially on lambs.

Despite this the ranchers from the Merino de Península Valdés group are committed to achieving coexistence between sheep ranching for wool production and healthy wildlife populations. “To achieve our goals, we are implementing management actions based on scientific research on wildlife ecology,” said Ricardo Baldi, a scientist from CONICET, the Argentine national science agency. “We work to reach responsible standards, accounting for the sustainable use of the grasslands in coexistence with the native herbivores; and protecting the sheep by using non-lethal methods to control the native predators.”

“We applaud these ranchers and Argentine brands like Cubreme who are showcasing these important coexistence efforts through their brand ethos,” said Julie Stein, Executive Director and co-founder of WFEN. “Consumers are now looking for this kind of commitment from the brands they buy.”

In addition, Cubreme has offset their carbon footprint via five Carbon Capital certified products, amongst these is the Wildlife Friendly™ merino. To learn more or to purchase Cubreme products please visit:


About Cubreme 

Cubreme is a decision to create simple, beautiful and lasting designs. We source our materials in their purest forms respecting their nature every step of our process. Our inspiration is always evolving and arises from people, their stories and moments in time; by memories of something loved, something to keep and inherit and by a deep appreciation for timeless styles. Our contemporary design represents a fusion of people and their natural environment; of crafts and consideration for regional natural resources and local identity. Our work follows in the footsteps of traditional techniques. The hand and its skill enable a careful and conscientious production. We seek to give each garment and object its own spirit and story. For stockists:

About Wildlife Friendly Enterprise Network

WFEN and its certification programs represent grassroots farmers, ranchers, herders, artisans, indigenous peoples and conservation heroes from around the world including two World Bank Development Marketplace Award winners, a U.N. Equator Prize winner, leadership in the world’s marketplace for REDD+ Carbon Offsets, and a Time Hero for the Planet. Wildlife Friendly® products contribute to the conservation of over twelve million hectares of diverse wetlands, forests, and grasslands; protect keystone endangered species in Asia, Africa, Europe, and Latin and North America, including the Snow Leopard, Elephant, Tiger, Cheetah, Red Panda, and Wolf; and benefit over 200,000 people through increased food security, income and employment. For more information visit: www.wildlifefriendly.orgh, Instagram: @wildlifefriendly, Twitter: @wfen,


Cubreme:  Alejandra Gottelli –

WFEN: Julie Stein –