Anna Babidge is the founder of Earthlings United, a kids clothing brand created from a desire to reduce waste and design clothes that truly fit for longer. Inspired by watching her children quickly outgrow their wardrobe, Anna set out to create timeless essentials that adapt across multiple growth stages. What began as a single pair of well-loved shorts becoming the prototype for her first product evolved into a clear mission to rethink how often parents need to purchase new clothes.
In this episode, we explore the early development of Earthlings United, from sketching her initial concepts to navigating a long sampling process. Anna shares how she built her tech packs, met sustainable manufacturers through trade shows, and eventually partnered with a factory that uses natural mineral dyes for long lasting colour. She talks about the realities of securing her first production run with higher minimum order quantities than ideal, funding the business alongside her brother, and learning the importance of starting with smaller runs wherever possible. We also discuss her gentle approach to influencer gifting, the introduction of an affiliate program, and how she balances organic community building with paid advertising. Anna walks us through the digital tools she relies on, including Shopify, Hotjar, Judge.me and Tolstoy, and how each helps strengthen her online customer experience.
Anna’s story is a beautiful reminder of the power of thoughtful design, sustainable choices and backing an idea that won’t leave you alone. You can join the Earthlings United community here or explore their fit-for-longer collection online.
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