Kittens ‘Teddy’ and ‘Minou’ were the feline childhood playmates of Alessandra and Guido Chiavelli, CEOs of Il Gufo. Today, these names mark a new brand promoting sustainability and caring for the planet. The Teddy&Minou collection is designed for babies age 0-36 months and launches for s/s 22.
Each of the 50 pieces in the first collection is unique and uses certified organic cotton or upcycled fabrics. Dyes are also non-toxic and biodegradable and every detail works to minimise the environmental impact of the clothes.
The colour palette is a delicate interplay of pale and bright shades. For instance, powder blue, cream beige, milk white, milkshake pink and aloe green. Sets, dresses and accessories have a snug and comfortable look, with the majority of items being gender-neutral.
Key pieces include an organic cotton cross-over playsuit with lace ties. Plus, a two-piece set with floral upcycled fabric bloomers and a white T-shirt featuring a matching fabric kitten.
The packaging and labels also have sustainability in mind, using 100% recycled materials.
Commenting is Alessandra Chiavelli, CEO of Il Gufo. “We decided to take our quality – which has always set us apart – and put it into a project that was new and alternative; both conceptually and aesthetically. A new representation of our roots: newborn clothing. But we also wanted it to be an authentic, and above all, concrete expression of a fundamental human, social and professional duty: caring for the environment.
“We have used recycled material and organic cotton throughout the collection and have been exploring sustainable processes including the use of non-toxic and biodegradable treatments. For me, Teddy&Minou has been a platform for acceleration and experimentation, which has been guided increasingly by environmental issues, which is a priority for the business. One of the most important aspects for us was to find the balance between quality and price; attaching a fair value to the collection and reaching a young and engaged audience.”
Teddy&Minou will be available at teddyandminou.com, in select Il Gufo boutiques, and also top multi-brand stores – both online and offline – from the end of 2021.
