We chatted with Tiny Muse, a Finnish children's brand that produces beautiful, minimalist, and sustainable pieces for our tiny ones. Learn more about their journey in creating Tiny Muse, and how they approach sustainability.
How would you describe your brand in three sentences to someone who isn't acquainted with it?
Tiny Muse’s mission is to be a bold pioneer in the children’s clothing industry, to disrupt the disposability and seasonality of fast fashion, and to provide timeless, ecological, and beautiful clothing, baby supplies, and accessories.
The company represents clothes that will suit all genders and all kinds of body types.
One of our most important values is a long-term cooperation with organizations, whose mission is to promote children's mental health and increase their well-being.
How did you come up with the name of your company? Why Tiny Muse?
Originally, it got its name from Elisa's daughter, whose name means “muse" in Finnish. The name felt right since our children in general are our muses, their attitude, how they see the world, and their adorable boldness inspires us in the business.
What inspired you to start a sustainable fashion brand for kids?
It all started when we became mothers and entered the world of baby supplies for the first time. Every parent knows that breathtakingly long list of things that would have to be bought for the babies. The focus on the consumption of the baby year was exhausting even before the baby was born. Also, the sizes in children's clothing were absurd - one garment could only be worn for a month. The clothes were very gendered and there were much fewer options for the boys. There were only a few minimalist clothes, and many were sized for very slender children. We saw that there was a gap in the Finnish markets for minimalistic and gender-neutral clothes.
What elements of your business model have sustainability at its core?
TINY MUSE is aiming to reduce the. We try to reduce the carbon footprint of parents by providing alternatives that last. And the amount of plastic also by offering ecological alternatives such as toothbrushes and bamboo pads. We don't use plastic in shipments either. There are no middlemen in the supply chain, as the products come directly from the factory to our own warehouse, from where they go directly to consumers. All shipments from us to consumers are compensated and the courier service uses electric vans and couriers.
We are constantly looking for the best possible materials and are hungry to learn new things and find even better options. We are also trying to change the purchasing behavior of consumers when it comes to children's clothing. All our clothes are gender-neutral and designed to have a long-life cycle. You can wear the same garment in several sizes, the fit just changes. In the best case, one sweater can be passed down directly from one sibling to another for several years. We also consider this in the design. We don't follow trends or seasons but create timeless pieces of clothing that look good even years from now and are suitable for every season and all genders.
How do you take your sustainable approach from business to your everyday life?
Our consumption has decreased a lot in previous years and the general approach is that every piece is considered at least twice before buying it. We walk everywhere we can, shop at flea markets, and try to choose more ecological alternatives in the grocery store. Still, we see that no one is perfect and the journey for sustainable behavior will develop as we go.
What do you think people should look for in fashion if they want to be responsible and eco-friendly consumers?
Consumers should concentrate more on quality over quantity, which usually means a long-lasting wardrobe. And more on our own style and less on trends that come and go. And with fashion, we can’t forget the importance of the materials we buy.
In materials, sustainability is a difficult concept, because not a single fiber is only ecological when the entire life cycle is considered. We chose organic cotton because it is a very durable material. It is also significantly better for the environment than regular cotton. Children's clothes often require regular washing, and the garment should last for years in good condition regardless. A toddler's knees will easily break in pants unless the material is durable. Also, we want to encourage consumers to recycle and buy things second-hand.
Follow them on Instagram: @tiny.muse
By Nihal Kumcu