Sustainability Q+A with Sleepy Doe
Photo by Sleepydoe
INTERVIEW WITH SOPHIE WOODROW
FOUNDER SLEEPY DOE
WHAT IS THE SLEEPY DOE HISTORY AND ETHOS?
Following 12 years designing and creative directing in the fashion industry for British heritage brands, I launched Sleepy Doe in 2016. I'm a firm believer that often the simple things are the best things in life. I wanted to create a line of long-lasting and timeless sleepwear to sit comfortably in any home. To be loved by both adult and child and passed down rather than disposed.
WHERE ARE YOU LOCATED?
Sleepy Doe is based in Bath, we have a studio in the city, it’s a lovely calm and creative space.
WHERE ARE THE COLLECTIONS PRODUCED?
Our sleepwear are proudly made in the U.K. supporting independent factories and businesses. All core/signature jersey sleepwear is organic and made in the UK. Our woven range is made in Spain, however this is currently 1 x womens set.
WHAT WAS YOU PROCESS IN SELECTING YOUR FACTORIES AND HOW DO YOU ENSURE YOUR MANUFACTURERS ARE MEETING BEST ETHICAL PRACTICES? DO THEY HAVE ANY CERTIFICATION AND ARE YOU ABLE TO CLOSELY MONITOR YOUR PRODUCTION?
We are a small independent business that allows us to carefully follow each stage of sourcing and production. We visit and can visit our UK factory at any time throughout a season. We have a very close relationship with the ladies who run it. It's a tiny all female team of approx 20! Holding onto the British manufacturing heritage which also comes at a cost however exceptional quality where you can see all processes of manufacturing. The whole process is very transparent and of course low carbon footprint being UK. Spain is a small family run factory and we have video tours and in regular contact with their small team.
WHAT KIND OF FABRICS DO YOU MOST USE? ARE YOUR FABRICS GOTS ORGANIC OR OEKO-TEX CERTIFIED?
We 100% organic GOTS certified cotton and occasionally Oeko-Tex certified. I couldn’t consider using anything else. I recently read 'it's not ethical anymore, it's common sense.'
HOW DO YOU SELECT THE FABRICS YOU USE AND WHERE DO THEY COME FROM?
The fabric is knitted, dyed, printed, cut and sewn all with UK suppliers! We tend to repeat fabrics as it's a long process to source cottons we are completely happy with. We do introduce specials when we can, providing they meet our standards. We have recently fallen in love with our 100% Organic Pointelle, the fabric is divine and very nostalgic.
CAN YOU PLEASE TELL US ABOUT HOW YOUR FABRICS ARE DYED?
We tend to use light ground colours only, all our inks are water based. After lots of washes they may fade, but that’s part of our 'naturally imperfect' style we adore. There are no intense chemicals used in any of our manufacturing process.
WHAT DO YOU DO WITH YOUR OVERSTOCK OF MATERIALS, DAMAGED ITEMS AND FABRIC SCRAPS?
Each season we carefully calculate the meterage we require to avoid wastage. Occasionally there will be a few extra meters on a roll, occasionally if there is any we sew our wastage and end of line rolls into bedding sets. We often send offcuts to be sewn into pajamas for handmade dolls. We have yet to have overstock or unwanted items and lucky to sell-through on all our collections. We only buy small seasons and would always prefer to sell out rather than have left overs. We sew our wastage and end of line rolls into bedding sets, we often send offcuts to be sewn into pyjamas for handmade dolls.
CAN YOU PLEASE TELL US ABOUT YOUR PACKAGING FOR SHIPMENTS TO CUSTOMERS?
We ship in 100% recycled paper mailers, to also be recycled. The sleepwear is wrapped in 100% recycled tissue paper. We also don’t print off invoices to avoid extra paperwork, if a customer would like an exchange or to contact us, all the relevant details can be found online. Wholesale orders are sent in recycled boxes that we have received, often from our families home.
DO YOU USE INDIVIDUAL BAGS FOR ITEMS WHEN YOU SHIP TO RETAILERS? IF YES, ARE THEY RECYCLED AND/OR COMPOSTABLE?
This is something we are working on, especially with our overseas customers. As our products are light coloured and delicate. we have to make sure they arrive safely and undamaged. Cotton also creases, so we are trying to find a way to transport to help keep them looking perfect for sale.
DO YOU USE RECYCLED PAPER FOR YOUR HANG TAGS, POSTCARDS AND MARKETING MATERIALS?
All trade lookbooks are online only. In all honestly I am unsure if our hand-tags are recycled paper, we are constantly trying to improve in areas and this is now something I’m going to look into - thank you!
DO YOU WANT TO SHARE ANYTHING ELSE WITH OUR READERS ON YOUR EFFORTS IN SUSTAINABILITY AND ETHICAL PRACTICES?
Our small sustainable collections produced in UK factories and use of Organic cotton aren’t the cheapest options but we’re committed. Our products are priced on the higher side which reflects the standards of their manufacturing, however we are true believers of ‘buy once, buy better.' With the terrifying environmental warnings over the last few years, I couldn’t consider introducing a product to the market without it being as sustainable as possible. Sustainability should only be expected from all brands going forward. Fashion is a terrifying market and there are always ways to improve your brand and product, it doesn't stop at organic.
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Last updated October 2021
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