This week, we had the pleasure of sitting down with Petya, founder of the sustainable, unisex kids wear brand The QT. Here, she shares with us some of her story as a parent running a female founded business, as well as her advice on how to create a sustainable wardrobe for your child.
Can you tell us about yourself and The QT? What inspired you to launch a unisex, sustainable kids wear brand?
I’m Petya, founder of The QT - a brand I created out of sheer frustration and a bit of obsession. When my son outgrew baby sizes, I went looking for cute animal clothing - something joyful, something he’d love - and I found… nothing. Suddenly, the cute prints were either babyish or made exclusively “for girls.” The boys' section was full of angry dinosaurs, sharks, and slogans. No bunnies. No penguins. No koalas. Just this strange, silent rule that cuteness isn’t for boys.
That hit me hard. Because when you see a seal pup, or a snow leopard cub, or a baby sloth, you don’t see gender. You just see and feel delight. Pure, universal, heart-melting cuteness. And yet somehow, that kind of joy is filtered out of kids' clothes the moment they turn three - unless they're girls.
I couldn’t stop thinking about it. And because I couldn’t find what I was looking for, I decided to create it. That’s how The QT was born - a kidswear brand that brings back true cuteness the way it exists in nature: full of personality, free from stereotypes, and designed for all children. And people really feel that. We get messages from parents saying "I wish this came in my size!" because the appeal is universal. Cuteness doesn’t age. It doesn’t discriminate.
But it wasn’t just about the graphics for me - it was also about how the clothes are made. I had become increasingly aware of how harmful fashion can be to people, to animals, to nature. I started learning everything I could about sustainability and circular design, and decided that if I was going to bring something new into the world, it had to do no harm. So I built The QT to be as circular, ethical, and low-impact as possible - using organic fabrics, plastic-free threads, water-based inks, natural buttons - down to the very last detail. I didn’t want to make clothes that would end up in landfill. I wanted to make clothes that could be loved, lived in, passed on, and eventually composted. Clothing that is soft and joyful on the outside, and kind all the way through.
Before launching The QT, I worked in marketing and communications. But once I became obsessed with the QT idea, it just wouldn’t let go of me. So I poured everything I had into building something that reflects the world I want for my children: joyful, inclusive, caring.
What is a sustainable wardrobe for kids?
To me, a sustainable wardrobe for kids is one that’s intentionally small, highly functional, and hand-me-downable (so that the clothing can continue to serve its purpose rather than being discarded). It’s made up of versatile, well-crafted pieces, ideally from natural, organic materials, unless synthetics are needed for performance (like in rainwear or winter coats). Each item should be ethically made, built to last, and easy to mix, match, and layer across seasons. It’s not about minimalism for the sake of it, but about buying less, wearing more, and making sure every piece brings joy and comfort.
What are your tips for creating a sustainable wardrobe for toddlers and kids?
I’d say, build around your child’s real needs and use a capsule approach - a small number of easy-to-wear, easy-to-pair pieces can cover most scenarios. (I’ve written more about this here.)
Also, prioritise versatility and go for pieces that can be dressed up or down, layered in cooler months, and styled in multiple ways. Opt for all-natural, non-toxic materials and timeless styles that aren’t trend-driven. Always aim to extend the life of each piece by handing it down to younger siblings, passing it on to friends, reselling, or donating. We offer a trade-in programme for pre-loved QT pieces through our partnership with thelittleloop, to make it easy and rewarding for customers to keep our clothes in use for longer. Last but not least, care is part of sustainability. Wash at maximum 30°C, pre-treat stains, turn clothes inside out, and line-dry. This protects fibres, keeps prints fresh, and reduces your environmental footprint.
Longevity is an issue in sustainable kids wear, as kids grow so fast. How do approach this at The QT and what do recommend to parents dressing their own children?
Absolutely - kids grow quickly, and that can make sustainability feel like a challenge. At The QT, we tackle this in several ways.
First, through timeless designs. Our styles are cute but not babyish, bold but not trend-led - so they can be worn for years and easily passed down to any child, regardless of gender, since they’re unisex.
Second, through built-in flexibility. Our relaxed cuts, raglan sleeves, and forgiving fits mean that pieces grow with your child and stay comfortable throughout different stages.
We also opt for mid-weight fabrics and neutral colour palettes - not too thin, not too thick - which make our pieces seasonless and perfect for year-round wear. They’re designed to be layered or worn alone, and always cosy and practical.
And very importantly, as I’ve mentioned before, how you care for clothes can make or break their longevity. Even the most beautifully made garment won’t last if it’s mistreated in the wash. At The QT, we always recommend:
- Washing at a maximum of 30°C (cold cycle)
- Pre-treating stains instead of using harsh chemicals
- Turning clothes inside out to protect prints and fabric
- Line drying instead of tumble drying
These small choices make a big difference not just for your clothes, but for the planet too.
Finally, what would be on your checklist for a sustainable capsule wardrobe for kids and toddlers?
In a snapshot, a great children’s capsule wardrobe is simple, joyful, and practical. You don’t need loads - just a small selection of versatile, well-made pieces that mix and match easily and feel great to wear. I’d recommend looking for:
- Natural, breathable fabrics like organic cotton, wool, and linen for the everyday clothes that touch the skin (our largest breathing organ, which absorbs everything we put on - so it’s best to avoid synthetics in all forms).
- Timeless designs that are easy to mix and match
- Comfortable, well-constructed fits
- Ethically made and designed to last
- Seasonless layering pieces
- Garments with room to grow - think relaxed cuts and foldable cuffs
- Items you can rehome or trade in when outgrown
And most importantly, don’t buy new if you can get pre-loved. Raising children with hand-me-downs or secondhand finds teaches them that joy doesn’t only come from “new.” It can come from a piece that was once loved by a cousin or a friend and is still beautiful, comfortable, and ready to be loved again.
Here’s a rough guide to what that capsule might include:
Core Everyday Items (10–15 pieces):
2–3 short-sleeve tops
2–3 long-sleeve tops
1–2 sweatshirts or soft pullovers
2–3 leggings or joggers
1–2 jeans or hard-wearing trousers
1–2 pairs of shorts
Optional (for girls):
1 special-occasion dress
2–3 everyday dresses (easy to layer)
1–2 skirts or skorts
Layering & Outerwear (3–5 pieces):
1 light jacket or zip-up layer
1 midweight or rainproof outer layer
1 warm winter coat or snowsuit (recycled or natural-fill preferred)
1 wool cardigan or jumper (natural wool or low-impact materials)
1 soft hoodie or transitional layer
Underthings & Sleepwear:
5–6 pairs of underwear
5–6 pairs of socks
5–6 vests or tank tops
2–3 pyjama sets
1 swimsuit (if needed)
Shoes & Accessories:
1–2 pairs of everyday shoes
1 pair of boots or sandals (weather-dependent)
1 pair of special-occasion shoes
1 warm beanie hat or sun hat (weather-dependent)
1 scarf or snood and a pair of gloves (for colder days)
In the end, it’s not about perfection - it’s about intention. A small, thoughtful wardrobe filled with pieces that are loved, lived in, and kind to the world around us is a beautiful place to start :)
We love Petya's brand and how her values align so closely with ours at Talou. Check out The QT here.
