Everyday Pioneers... Emma Hassan

We were excited to catch up with Emma Hassan, founder of our resale collective partner Turtledove London ahead of our latest online sample sale! We chatted about the creation of the brand, her favourite pieces – and why they're on a mission to produce quality clothes that don't cost the earth.

Our online sample sale with Turtledove London launches 9am on Saturday 26th February, featuring some gorgeous pieces at incredible prices. Set your alarms! ⏰

What made you want to launch a children’s brand and how did you get started?

I had worked for UK highstreet retailers for many years in Head of Design and Head of Buying Roles. After having my own three children, I really wanted to create children’s clothes with a more balanced approach to people and planet.

How important was it to you from day one to create a brand that gave parents access to design led but planet friendly clothing?

I believe the best designs are timeless and great quality. These two points will extend their lifecycle as long as possible. Our clothes are made from eco friendly fabrics, in Sedex approved factories and intended to be passed down to smaller friends and family.

Turtledove London designs have a timeless appeal and a simple colour palette

What values are core to Turtledove's mission?

Our mantra is ‘ quality design shouldn’t cost the earth’ and we are always looking for ways to make our clothing at price points accessible to as many people as possible . This doesn’t mean spending less on fabrics or less to our workers, it means running a lean operation at head office and reducing spend on things like marketing which is where the bigger percentage of a brands spend typically lies. Our customers are the best advert we could wish for! We want more people to be able to afford our clothes, rather than individual people buying more.

How has circularity influenced Turtledove's mission? How did you come to join the resale collective?

We know the most sustainable garment is the one that already exists. Each season we create collections to wear with previous ones rather than replace them. we are always looking for that ‘ antidote to Fast Fashion, and resale is a brilliant way of extending the lifecycle of our clothes.

"If you see something you like, have a look around for a preloved version first. Consider clothing which can be worn all year round. Look for quality garments made from certified eco fabrics and in certified factories."

Do you have a favourite design or piece? From the current collection or a classic item!

A personal favourite (and customer favourite) is the Easy Fit Dungaree. The humbug stripe option has been in our collections since we launched 6 years ago! Seasonless, classic and can be worn with any other color or pattern. I think this style is a true modern classic and exemplifies everything our brand represents. With a 6 year sales window ( and counting !) this really is the other end of the spectrum to the fast fashion market lines which are designed to last only a few weeks.

The Easy Fit Dungarees remain a customer favourite!

From your own experience, how can children’s brands embrace sustainability more wholeheartedly?

I think from designing more classic pieces manufactured in the best quality they can. Look to save costs in other areas to ensure a more realistic proportion can be spent on certified eco fabrics and ethical factories which adhere to better standards for all.

How can parents embrace sustainability?

If you see something you like, have a look around for a preloved version first. Consider clothing which can be worn all year round. Look for quality garments made from certified eco fabrics and in certified factories. Every step makes a difference.

What's next for Turtledove?

We are working on some new product types to launch this year – eco friendly pieces on our customers most wanted lists.

Turtledove London are a dotte resale collective partner! You can earn rewards off their latest collection when you sell your outgrown Turtledove London garments with us – learn more here.

Do you have a favourite design or piece? From the current collection or a classic item!

A personal favourite (and customer favourite) is the Easy Fit Dungaree. The humbug stripe option has been in our collections since we launched 6 years ago! Seasonless, classic and can be worn with any other color or pattern. I think this style is a true modern classic and exemplifies everything our brand represents. With a 6 year sales window ( and counting !) this really is the other end of the spectrum to the fast fashion market lines which are designed to last only a few weeks.

The Easy Fit Dungarees remain a customer favourite!

From your own experience, how can children’s brands embrace sustainability more wholeheartedly?

I think from designing more classic pieces manufactured in the best quality they can. Look to save costs in other areas to ensure a more realistic proportion can be spent on certified eco fabrics and ethical factories which adhere to better standards for all.

How can parents embrace sustainability?

If you see something you like, have a look around for a preloved version first. Consider clothing which can be worn all year round. Look for quality garments made from certified eco fabrics and in certified factories. Every step makes a difference.

What's next for Turtledove?

We are working on some new product types to launch this year – eco friendly pieces on our customers most wanted lists.

Turtledove London are a dotte resale collective partner! You can earn rewards off their latest collection when you sell your outgrown Turtledove London garments with us – learn more here.

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