Launched in February, Tots in Towelling is a new UK-based childrenswear brand creating premium terry-towelling garments. Created with sustainability  in mind, it offers a fresh take on everyday essentials for ages 1–5 years.

Designed for real family life, Tots in Towelling blends comfort and durability with understated Nordic style. The brand crafts each piece from soft, breathable terry-towelling, using 80% organic cotton and 20% recycled polyester. This ensures the garments stay gentle on young skin yet robust enough for daily play and adventure.

 

 

Commenting is brand founder Maia Buttleman. “As a mother to three boys under the age of five, creating clothing that is practical, comfortable, and genuinely wearable has been incredibly important to me. Having spent my childhood summers in Finland, there’s something nostalgic and comforting about towelling – and we’ve reimagined it in a modern way.”

Tots in Towelling places sustainability at the heart of everything it does. It actively sources materials responsibly, produces garments with care, and designs timeless pieces, offering parents a stylish alternative to fast fashion.

The debut collection features versatile wardrobe staples designed to effortlessly mix and match, including shorts, T-shirts and sweatshirts. For wholesale enquiries, contact hello@totsintowelling.com. For further information on Tots in Towelling, please click here.