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 on which we live, and on which future generations will live.
The Teddy&Minou clothes are made for babies aged 0-36 months. Each of the 50 pieces making up the first collection is unique and boasts the positive use of certified organic cotton or upcycled fabrics. These materials are given a second life, a second opportunity to celebrate their timeless value. The dyes used are non-toxic and biodegradable.
Every detail is carefully chosen to minimise the environmental impact of the clothes.
The colour palette is a delicate interplay of pale and bright shades: powder blue, cream beige, milk white, milkshake pink, aloe green.
Sets, dresses and accessories have a snug and comfortable look, and most of the pieces are perfect for any gender.
Typical pieces include an organic cotton cross-over playsuit with lace ties, and a two-piece set with floral upcycled fabric bloomers and a white t-shirt featuring a matching fabric kitten (a cute little face and the brand’s emblem). The accessories are a must: hat with a bow and dummy clips in the shape of a kitten.
The packaging and labels are also made with green intentions, using 100% recycled materials.
“We decided to take our quality, which has always set us apart, and put it into a project that was new and alternative, 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.
Firstly, through recycling materials, using organic cotton and exploring non-toxic and biodegradable treatments.
An evolving mentality towards the circularity of raw materials and more sustainable processes. A platform for acceleration and experimentation guided increasingly by environmental issues, a growing priority for the Il Gufo Collection. Last but not least, the pursuit of a harmonious balance between quality and price, to give fair value to the pieces of the collection and to reach a young and attentive community.” ”
(Alessandra Chiavelli, Il Gufo CEO).
Teddy&Minou will be available online (teddyminou.com), in select Il Gufo boutiques and top multi-brand stores, online and offline, from the end of 2021.