How to Find Creative Freedom through Slow Fashion Sourcing: A Cub and Pudding Case Study
Cub & Pudding is a colourful and playful clothing brand, entirely designed by founder Sa. Sa has a true love for print and textiles, which really shows in each curated collection! The brand has been on quite a journey since we started working together in November 2024, and I'm proud to have played a part in supporting Sa through such a pivotal phase of the brand's evolution.
Sa came to me for consultancy support at the end of 2024, and we have been working together ever since! While she really loved her existing suppliers and the relationship she had built with them over the years, she created her bread and butter best sellers with them! But unfortunately, there were some limitations. Larger minimum order quantities meant less freedom to experiment, and bigger financial commitments were putting pressure on cash flow, leaving little room to test new designs or take creative risks. Like many independent business owners, Sa felt constrained, and when you're a founder whose heart is deeply rooted in beautiful textiles, that can feel really tough!
Finding a New Production Partner
The mission was to introduce a new ethical supplier who could work on cotton woven pieces. As always, the first thing we did was come back to basics, Sa's brand values and what felt authentic to Cub & Pudding. It was clear that textiles are at the absolute core of Sa's passion, so I was so excited to introduce her to suppliers who I knew could fulfil her vision: custom fabrics, small batch production, ethical values and long-lasting partnerships, all embedded in their practice.
I introduced Sa to a supplier in India who is certified fair trade, women-led and rooted in artisan production, offering accessible minimum order quantities and, excitingly, the ability to create custom handwoven fabric. It was so exciting to see how this really sparked something in Sa! But the support doesn't stop at making introductions. Having worked with artisan and small-scale manufacturers for over 12 years, I guide founders through every stage of the process, from development and sampling right through to production management and problem solving.
Taking a Leap into India
Earlier this year, in February 2026, I hosted my second ethical sourcing trip to India. I knew Sa would get so much out of it, but with a fear of flying, it all felt like a bit too much to commit to at first. After giving it some thought though, Sa decided to go for it. The business was now working with amazing artisans in India, it felt right to head out there and experience India's rich textile craft in person. It really was such a joy to have Sa on the trip! Not only did she get to experience India first hand, she came home with a new supplier relationship, a small-scale family-run manufacturing unit, and a vision that felt completely her own.
Introducing Slow Threads
From all of Sa's hard work, evolution and creativity, Slow Threads was born at the start of 2026. It's a new way of working for Cub & Pudding, with slow fashion, creativity and transparency at the very heart of the brand. Sa now designs her own custom weaves, digital prints and custom embroidery, working directly with skilled makers and building really solid partnerships with suppliers who share her values.
Slow Threads Chapter 2 has just launched, and it's evident in every design that Sa has put together something truly special, born from passion, creativity and collaboration. It's been her best launch to date, and I'm really excited to see what comes next for Cub & Pudding.
Working with Sa is a genuine joy. She now has the creative freedom, the right partners, and a business model that truly reflects who she is and what Cub & Pudding stands for. Here's to many more beautiful collections to come!
The Impact Highlights
Best launch to date for Cub & Pudding
Full creative freedom through custom handwoven fabric, digital print and embroidery design
Fair Trade, women-led, artisan supplier aligned with brand values
Accessible MOQs that suit the business model
New small-scale family-run manufacturing partner added
Slow Threads born - an artisan craft, slow fashion model with transparency at its core
Clarity, confidence and a new energy
“Sara has been a total DREAM to work with! We first were in touch to help me source a new production group for my clothing brand and not only did we find such a wonderful pairing, our initial 6 months has turned into a year working together and I'm reluctant to stop working with her!
Sara is not only super knowledgeable, she understands the complexities, hurdles and realism of small business and I've found her a great source of wisdom and support in making decisions I feel comfortable with.
She's really efficient and reliable too and puts up with me endless voice-notes gibbering!
I can't recommend her highly enough.”
- Sa Birchall, Cub + Pudding Founder