The QT debuts with a vibrant, cute and ethical SS21 kids’ collection
The cutest new brand to hit the world of sustainable fashion has launched its first collection of uniquely imaginative gender neutral, ethical, vegan and organic clothing for children – inspired by a love of adorable creatures and a desire to protect our planet.
21 SEPTEMBER 2020, LONDON. The QT, a unique new children’s clothing brand designed to look, feel and do good, has today unveiled its debut Spring/Summer 2021 collection on Pitti Connect.
With a mission to spread cuteness sustainably, the “Adorably Wild” collection is specifically designed to nurture love for our planet and address the gender stereotypes prevalent in kids’ clothing – especially for boys – through cute, simple and animal-focused prints.
Each item has been thoughtfully crafted to be kind to both people and planet, and the entire collection is as close as possible to 100% natural, biodegradable, vegan and recyclable*. From the best quality organic cotton fabric, to the tags, threads and buttons, The QT will also be GOTS certified and only use environmentally friendly packaging that is fully recyclable, biodegradable or compostable.
Driven by the passion of founder and parent Petya Hristova, and designed to infuse kids’ wardrobes with both cuteness and goodness, The QT’s debut collection is a line of eco-conscious, quality staples for the Spring/Summer 2021 season, including light jackets, tops, shorts, leggings and joggers. Inspired by the UK’s native wildlife, the items are adorned with adorable animal prints, created in collaboration with artist Anelia Pashova.
With a palette centred on neutral tones with bright accent colours, the fun and playful prints capture the wit, charm and detail of precious wild creatures, to make each item both cute and stylish. The collection also features knitted jersey and ribbed rainbow stripes alongside The QT’s signature XOXO all-over print.
The collection is ethically and responsibly made at a small family-run factory and strives to bring joy and positivity to everyone involved in bringing the clothing to life. Through GOTS certification, The QT organic children's clothes will comply with the strictest social and environmental requirements in the industry, ensuring that each product is ethically made without the use of any harmful chemicals throughout the entire supply chain.
With a design rooted in the experience of parenthood, the clothes have been created to be both sustainable and “hand-me-downable”. In the collection, most of the long-bottom styles come with a pre-patched knee that extends the life of the garments, while keeping them stylish. The classic, yet modern, styles are produced with quality that lasts and transcends gender, siblings, cousins, friends and trends. Not only are they practical, functional, versatile and effortless, but most of the styles are unisex and the collection is for kids aged 2 to 10 years.
In addition, highlighting its commitment to nurturing love for our planet, The QT will be donating a percentage of its turnover to support the work of the WWF; from restoring forests to planting undersea meadows, to help secure a brighter future of our planet.
The pieces in The QT’s first collection range in price from £15 to £65, and the brand is set to release an Autumn/Winter collection in 2021. Pieces from the new collection can be purchased on theqt.co, with shipping scheduled from January 2021.
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* The only two elements of the collection that are currently not 100% natural, recyclable and biodegradable are the zippers (we use YKK Natulon® made from recycled PET bottles) and the elastic (which is made with 25% elastane and 75% OEKO-Tex certified cotton).