Born from a shared love of the great outdoors and a belief that children’s clothing should encourage adventure rather than restrict it, Töastie has become synonymous with thoughtful design and quiet practicality. Built on sustainability and purpose, the brand continues to inspire a generation of ‘Tiny Explorers’ to step outside, rain or shine.
Can you tell us about the inspiration behind Töastie and what led you to start it?
Töastie began quite organically, really. It grew from our love of time spent outdoors and a desire to design outerwear that worked hard but felt soft, warm and comforting. When we became parents, we noticed how many children’s clothes weren’t truly made with the child in mind. We wanted to change that — to create pieces that protect and empower children as they explore the world around them.
How has becoming a parent influenced your approach to business, especially in the children’s space?
Parenthood shifts your perspective completely. It makes you acutely aware of both the beauty and fragility of the world we’re handing over to our children. That awareness drives everything we do — from designing products that help little ones immerse themselves in nature to ensuring sustainability remains at the heart of our business. There’s a real sense of purpose in knowing we’re helping to nurture future custodians of our planet.
What do you think sets Töastie apart from the rest?
We’ve always tried to bridge the gap between fashion and function. Our pieces are beautifully designed but technically sound — built to perform in all weathers and last for years. Above all, we want to inspire children to love being outdoors. Our commitment to sustainability is woven into everything we do, from the materials we choose to our B Corp certification. It’s that blend of thoughtfulness, craftsmanship and purpose that defines Töastie.
How do you manage the balance between work and family life? Do you have any tips for other entrepreneurial parents?
It’s an ongoing dance, and rarely a perfect one. We do our best to keep work and family life separate, but the truth is they often overlap. There are days when the juggle feels impossible — a deadline colliding with a school run — but we’ve learnt to embrace imperfection. The key is to be kind to yourself and find grounding rituals that bring everyone back together, whether that’s a family walk, supper around the table, or a bedtime story.
What is your proudest moment since launching Töastie?
There have been so many pinch-me moments. Seeing our yellow raincoat appear on screen in Jurassic Park, launching in Selfridges and Harrods, and achieving B Corp certification are all milestones we’ll never forget. But what we’re most proud of is the community that’s grown around Töastie — families who tell us their children now love the outdoors because of our designs. That connection is incredibly rewarding.
What trends do you see emerging in the children’s market, and how do you stay ahead of them?
We’re seeing a real shift towards circular fashion — parents choosing preloved, rental and second-hand options as they become more conscious of waste. It’s a movement we’ve always believed in. Our focus on durability and timeless design means our products are made to be worn, loved and passed down. Longevity is at the heart of sustainability, and that’s something we’ll always stand by.
Do you have a favourite product or collection that you’ve launched with Töastie? What makes it special?
Our Weatherproof Robes will always have a special place in our hearts. They were designed for life’s in-between moments — wrapping up after a swim, a beach day or a muddy sports match. They encapsulate everything Töastie represents: warmth, comfort and the freedom to embrace the elements.
What’s the best piece of advice you’ve received in your entrepreneurial journey?
To stay true to your purpose. It’s easy to get caught up in trends or the pressure to grow too quickly, but coming back to why we started keeps us centred. Our mission has always been clear: to reconnect children with nature and create outerwear that truly lasts.
Finally, how do you unwind after a busy day of running a business and being a parent?
For us, the cure for almost everything is fresh air. We take the children and dogs out after school and let the day unravel a little. There’s something grounding about being outside — feeling the air shift, the light fade — it brings perspective and calm, and reminds us why Töastie exists in the first place.
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