"I joke with my husband that I will have felt successful in this business, if (and hopefully when) in 30 years I spy some baby out in the world wearing 30-year-old Misha & Puff—handed down from their own parents who wore it as a baby."

— Anna Wallack, Founder & Creative Director

"I joke with my husband that I will have felt successful in this business, if (and hopefully when) in 30 years I spy some baby out in the world wearing 30-year-old Misha & Puff—handed down from their own parents who wore it as a baby." — Anna Wallack, Founder & Creative Director

We call ourselves a sustainable brand. But what does that mean?

To us, a sustainable brand is all about organic, measured growth. It's the opposite of fast fashion. Because if you scale too quickly, you'll stress certain areas.

For example, if you suddenly need a ton of wool sweaters RIGHT AWAY, this will cause stress on the supply chain and on workers. You'll be scaling up knitters too fast and you might flood the market with products and suddenly you don't need those same knitters six months later.

When we invest in people and their communities—whether in Peru or even our own backyard—we've made a commitment to them, and we have a responsibility.

A slower, steadier, sustainable approach to fashion—and the future.

This is a marathon, not a sprint. We're ardently against overproduction. We are conservative buyers. Our garments and yarn have a long lead time for production. The best time is six months. But we even start way before that to get to the volume we need. This means that ordering within the same season isn't an option.

We have a long-term vision, not only for our business, but also the earth. Our kids live here, too. So will their kids. And so on. We have a responsibility to them and the planet.

To be a sustainable brand, it goes back to our thoughtful approach. What can we do—as a business—to make sure we're protecting the planet?

For us, this means using low-impact dyes in our hand-dyed wool yarn. It means working with farmers who understand how to cultivate cotton in a responsible way. It means ensuring animal welfare through things like our Responsible Wool Program. Even how we ship products comes into play. We’ve moved away from using plastic, and we have changed our shipping materials to be more eco-friendly. We also use Shop Pay to help offset emissions incurred during delivery.

This isn't an exhaustive list, either. And we're constantly asking ourselves "What can we do better?"

Reviewing, improving, growing

No process is perfect. And no doubt, we've made mistakes. We're constantly reviewing processes and looking for better ways to make our products by returning to our guiding principles: people and planet first.

As Anna Wallack, our founder and creative director, likes to say, "We never reach perfection, but that doesn't stop us from trying. It's the act of trying, though, where you find the real magic and growth."