We aspire to make organic clothing more affordable and mainstream
Crafted with the vision of offering playful and protective clothing for children, Totle Kid takes pride in visual storytelling with interactive elements seamlessly blending into a child’s day. Totle Kid strives to provide users with a premium experience, ensuring excellence from fibre to the final product. In an interview with Fibre2Fashion, Head designer Meghna Benson discusses the brand's commitment to sustainability, highlighting that the clothing line is exclusively fashioned from pure Fairtrade or organic cotton.
How has the perception of sustainable fashion changed in the industry, and what impact has this had on clothing brands?
The perception of sustainable fashion has undergone a significant shift, and the pandemic played a major role in accelerating this change. Garment factories are increasingly cognizant of the environmental impact of the fashion industry, advocating for the adoption of sustainable organic products.
The impact created is substantial, with more brands incorporating sustainable products either in a small portion of a larger collection or throughout the entire collection. However, there is a discernible difference between brands genuinely committed to the cause and those engaging in 'greenwashing’.
Despite progress, there is still a long way to go, as the percentage of sustainable fashion/garments remains minuscule compared to the total number of garments produced. Unfortunately, sustainability often comes at a premium cost, and a significant section of consumers, especially in India, prioritises price in their decision-making process when making a purchase. This is precisely why we aspire to make Fairtrade and organic clothing more affordable and mainstream.
What role do you believe fashion brands have in addressing global environmental issues?
Fashion brands, especially the larger and more popular ones, play a significant role in addressing global environmental issues, ranking as the second biggest polluters after fossil fuels. The ecosystem of sustainable fashion should be approached with a different mindset. Major brands have ample opportunities to contribute and reduce their carbon footprint, utilising methods such as investing in sustainable startups as a policy, advocating and marketing sustainable products to make them desirable and supporting organisations like Fairtrade through donations or other forms of assistance.
How do you envision the future of sustainable fashion, and what trends or innovations do you think will be key in shaping it?
Sustainable fashion is gradually taking the front seat; there seems to be no other way forward. The annual increase in the purchase of sustainable fashion is a reassuring sign, accompanied by a slow but steady rise in awareness and advocacy. Artificial Intelligence is poised to drive innovative marketing strategies for sustainable fashion. Innovations in reusing, repurposing, and recycling garments, such as recycled PET polyester, are paving the way for a more sustainable industry. Advancements in fabric-to-garment machines hold the potential to significantly reduce wastage, addressing the current issue of tremendous fabric waste. Looking ahead, we anticipate innovations in stronger and more flexible biodegradable fabrics to become mainstream in the fashion industry.
How can brands ensure that children's clothing designs are both fashionable and functional for everyday wear?
Every brand can start with comfy fabrics for the playground chaos, and then add a splash of style with vibrant colours and playful interactive details. They should not forget the essential utility element – pockets! After all, every kid needs a pocket for treasures, right?
How do you see the children's clothing landscape changing in the next decade, and what role will technology and innovation play in shaping these trends?
All the innovations mentioned earlier will not only benefit brands but also drive future-forward trends, whether in children's or adults' fashion. Expect to witness a surge in innovative fabrics and captivating design elements in kids' clothing. The focus will be on making children's clothing not only more attractive but also safer and more durable. An intriguing trend to watch out for could be the emergence of modular 'One Size Fits All' age-group kidswear clothing.
Could you tell us about your journey and what inspired you to start Totle Kid?
Initially, our idea was to establish a sustainable brand with Fairtrade and organic cotton as integral components. We were uncertain whether it would be a kidswear or an adultswear brand.
However, upon examining the most sustainable/organic brands, we noticed a common trend – they create designs in earthy colours with minimal prints. This observation led us to the decision to forge a sustainable brand that embraces vibrant colours and exciting prints. What better way to achieve this than by focusing on a kidswear brand? This would not only provide us with the opportunity to inspire future generations regarding Fairtrade and sustainability but also educate and encourage parents to make better and safer choices for their kids’ clothing.
What sets Totle apart from other children’s clothing brands?
Totle, India’s first Fairtrade kidswear brand, is creating ripples by challenging the notion that eco-friendly garments must be subdued in terms of colour and prints. When it comes to standing out, our interactive collection has made a significant impact in the market. We are dedicated to conveying the message that clothes can be both fun and vibrant while being equally eco-conscious.
Totle’s PJs collection comes with a unique bedtime story card that explains the print on the PJs in a fun and inspiring way.
How do you incorporate interactive elements into your clothing designs, and why do you believe this is important for children?
We incorporate interactive elements into our designs by seamlessly blending playful features, like appliqué flaps, with educational components and unique bedtime comic prints. Interactive elements on clothing are exceptionally crucial for kids as they enhance their thinking skills, ignite creativity, and turn the learning process into a fun-filled experience.
What challenges did you face in designing a website specifically targeted towards children, and how did you address them?
As a design team, our goal was to strike a balance between simplicity and excitement, which posed a unique challenge. Given that the website is primarily aimed at parents with children, we needed to create an interface that feels familiar and user-friendly for parents in terms of UI/UX. Simultaneously, we ensured that the colours and pictures used are engaging and attractive to children.
Could you elaborate on your commitment to sustainability and how it is reflected in your production process?
We were certain about creating a brand for the future, one that recognises the growing need for brands to prioritise their impact on the environment and society. Our vision extended beyond just fashion; we wanted our brand to contribute to both the well-being of farmers and environmental causes. This led us to choose the Fairtrade route, where every participant in the supply chain gives back to the farmer groups responsible for producing the cotton. These groups then utilise these contributions for the betterment of their community or village. By being Fairtrade certified, we ensure that the entire supply chain, from farm to yarn to fabric to the final product, is certified by Fairtrade. This certification enables us to undergo periodic audits, maintain transparency, and adhere to a strict set of rules.
How do you ensure the use of Fairtrade and organic cotton in your garments?
Fairtrade has established a robust process wherein everyone in the supply chain receives a FLO ID and a FLO certification, both traceable and trackable. This process begins at the grassroots with the farmer groups and extends up to the brand. Purchase orders and invoices must be uploaded onto Fairtrade’s platforms. Through thorough backtracking, Fairtrade ensures that the fabrics used in the garment can be traced back to the farmer group responsible for producing the cotton. As a brand, we are then obligated to pay 2 per cent of our invoice values to these farmer groups. Additionally, third-party tests are conducted to check for any traces of non-organic materials in the cotton, such as insecticides and pesticides.
Can you describe the unique colour palette and tasteful elements that characterise Totle’s clothing line?
Totle’s clothing line is all about eye-catching vibes! In our original collection, we boldly feature vibrant orange and yellow as our brand colours to ensure a standout look. We have applied colour theory strategically across the rest of the collections, maintaining a perfect balance for a striking yet tasteful appearance. To add an extra layer of fun and relatability, each piece showcases unique animal characters. For instance, some pieces depict animals riding rockets, aiming to bring a smile to kids' faces. And let's not forget Popo the penguin, here to impart valuable life lessons.
How do you maintain a balance between artistic elements and environmental ethics in your designs?
We prioritise the usage of organic and Fairtrade fabrics, demonstrating our mindfulness towards the well-being of babies and kids. We consciously incorporate natural trims, like wooden buttons, to add a touch of oomph to our designs. To achieve vibrant hues, we exclusively use azo-free and eco-friendly dyes, ensuring that our creative expressions leave a positive impact on both style and the planet.
What is your process for creating well-coordinated collections, and how do you ensure they offer a premium experience?
It is akin to crafting a masterpiece! We commence the process with colours and themes, ensuring that every piece resonates with the next. Quality is our hallmark – we strive to source the finest materials falling under Fairtrade and organic categories, ensuring each customer a premium experience. For us, it is not merely about clothing; it is about narrating a story with each design. We aim to create garments that are not just worn but experienced and enjoyed.
What future plans do you have for Totle, and how do you see the brand evolving?
In terms of design, our goal is to create vibrant and attractive designs with innovative prints. Simultaneously, we strive to enhance affordability and accessibility by adopting a hybrid distribution channel. This involves being Direct-to-Consumer (DTC) online while also establishing a presence in various Multi-Brand Outlets (MBOs) and participating in premium kidswear exhibitions across the country. The brand is already evolving as we venture into designing our first woven collection for the summer.
