Shepherds Bush mums launch kids clothing collection made to last

Mum-preneurs Rebecca Freeland and Milly Von Westenholz launch Toto; hard-wearing kids fashion that improves with wear

The busy Askew Road mums, who met at the school gates, wanted to create beautiful, resilient clothes for their children to have fun in. The name Toto is from the Swahili word meaning ‘cub’ and each piece has been extensively road-tested for durability by their own children.

Rebecca and Milly have a total of 6 children between them, and decided to get busy during school hours on their joint venture, having previously struggled to balance full-time work and motherhood.

“We wanted to be masters of our own destiny, having come from full-time jobs which didn’t allow us any flexibility or allow us to flex our entrepreneurial muscle” said Rebecca.

Fabrics used in the designs are all sourced locally from shops in Goldhawk Road and the garments are manufactured in Hammersmith. Based primarily online, Toto also began as a pop-up at the Hepsibah Gallery in Brackenbury Village.

Their debut collection sold out quickly which gave the mums the means and confidence to grow and expand. The latest collection features bright and colourful summer pieces including reversible skirts, swimwear, shirts and babywear.

Read the full article in the latest edition of Our Patch magazine. You can also browse the full Toto collection in the online store.