Pop to the topLocal entrepreneur Sashe Christopher has been honoured in a list of inspirational female founders – for her sustainable baby clothes brand Pop My Way
It’s a happy start to 2022 for Barnet-based business owner Sashe Christopher, who has been named as one of 100 inspirational women founders by campaign f:Entrepreneur.
Sashe, who runs an eco-conscious online baby clothing brand, Pop My Way, from her Barnet home, was added to the title’s #ialso100 list, which is delivered by Small Business Britain – and champions trailblazing women running small businesses across the country.
Of the recognition, Sashe told Barnet Post: “I am so honoured and proud to be included on this year’s list and am grateful for the acknowledgement to allow me to help other businesses and consumers on their sustainability journeys. I really want to make a difference through Pop My Way.”
Pop My Way is all about its handy popper function – which allows new parents to keep track of essential accessories (such as bibs, dummy straps and socks), which attach straight onto their clothes – either a cotton, zip-up sleepsuit, cardigan or bodysuit.
Sashe started the business in November 2019, just a few months before the Covid-19 pandemic took hold.
“It was really challenging getting things off the ground once the pandemic hit as I was unable to meet with potential stockists in person,” Sashe tells the Post.
“Thankfully, lots of celebrities and influencers were having babies and I was able to send them some Pop My Way clothing and accessories. They loved the brand enough to talk about great for building trust and a brand identity with my customers and getting online sales.”
The brand was also briefly on sale at Harvey Nichols in Knightsbridge – until their childrenswear department was suddenly closed.
Sashe was inspired to start Pop My Way in part due to her passion for sustainability – which she says is a way of life in her country of birth, South Africa.
“As a child of colour, I heard stories about what my parents, grandparents and others endured,” she shares. “I noticed what everyday people did with the little that they had. I saw the informal housing settlements that people built from scraps of metal, plastic bags or other items they found.
“Sustainability is a way of life in South Africa – people are forced to reuse and recycle as much as possible. I started Pop My Way with these ideas of sustainability and innovation in mind.
“Unlike other brands which claim to be ‘sustainable’ just by using organic fabrics, our entire supply chain is fully certified by The Global Organic Textile Standard (GOTS).”
There’s also, of course, her personal experience of being a mum – and the mountain of quickly-worn baby clothes new parents often find themselves working through, as well as all those missing socks.
Sashe explains: “After 20 years in fashion, a tricky pregnancy and the birth of my daughter – [it] prompted me to think about ways to make early days with new babies easier.
“Nappy changes and feeds are complicated by impracticality, but by reducing the number of items in a baby’s wardrobe and focusing on a few comfortable, practical and quality items, parents can rotate clothing.
“Our interchangeable mix and match outfits are in pastel colours, and the organic pima cotton we use is luxurious and durable enough to be passed down.”
So, what’s next for Pop My Way, beyond the #ialso100 nod – looking to the next few years?
“The fashion industry is one of the biggest polluters, so through Pop My Way I would like to make some changes and highlight these issues,” Sashe concludes.
“I want to grow our UK business, expand internationally and encourage people to keep their used Pop My Way clothing items in circulation through our ‘preloved’ scheme. I believe we can be the game changer that the industry so desperately needs.”
To discover Sashe's brand, visit Pop My Way