It starts with a mood, not a trend

Every collection begins the same way. It starts with a feeling rather than a forecast. Long before a single print gets chosen, we're thinking about how a piece should feel on, not just how it'll photograph.

Then fabric and colour

Once the mood's settled, fabric and colour come next. Always our signature bamboo and organic cotton blend or certified organic cotton for our jumpers, then a palette that works alongside everything already out in the world, rather than fighting it for attention. We tend to work in earthy, coastal tones, rust, honey, cream and olive, the kind of colours that don't date the way a trend driven palette does.

Choosing the print

This is usually the slowest part of the whole process. First the idea is dreamt up through sketches, moodboards and colourways, then it's either handed over to a fellow creative illustrator for collaboration or created in-house. A print goes through several rounds before it's approved, adjusting scale, spacing and colour until it feels right rather than just looks right on a screen. Some prints, like Celestial, earn a permanent place in the range. Others are designed to sit within a single collection and then move on once the stock sells out, which keeps things feeling fresh without chasing every passing trend.

Sampling takes longer than you'd think

From first sketch to finished sample is usually months, not weeks. Lab dips and strike offs alone can take several weeks once shipping is factored in, followed by fabric knitting, then sampling rounds that often go back and forth more than once before a piece is approved for bulk production. Once the bulk stock arrives, we begin the process of quality assurance which involves checking over every single piece to ensure it meets our premium standard. It's a genuinely slow process and one we've never been in a rush to speed up, even when the wait feels long from our end too.

Small team, slow process

We're a lean, small operation, which means every decision along the way gets real attention rather than being rushed through committee. It also means the process takes the time it takes. There's no shortcut version of getting a collection right, just a lot of small decisions made carefully, one after another.

The photoshoot

By the time a collection reaches a photoshoot, it's already been through more rounds of tweaking than most people would ever guess. We work with a beautiful and incredibly talented collection of fellow mama photographers to bring these pieces to life... and that's the exciting part you're about to start seeing 👀

Photoshoot by Ebony Restall Photography

What's coming...

Drift, our Spring 2026 collection, launches in September. It's been a slow build, the way they all are around here and we're genuinely looking forward to finally sharing it properly (rather than just talking about it behind the scenes!)