My husband, Ben Godwin and I (Sarah Godwin) founded St Bert’s in early 2014.
A couple of years ago, we noticed that our kids lived in sweats and tees when they weren’t at school. Whether they were running around the garden, playing bat and ball on holiday or just lounging around the house, they were happiest in cool, comfortable cotton clothing.
We often struggled to find clothes that we liked and they liked. We were after classic looks that wouldn’t date, that would stand up to the punishment kids throw at them, and that were unisex enough to be passed along from girls to boys. After a while, we spotted a gap in the market.
I'd been running a legal recruitment firm since 2003 and Ben worked in the city – so we thought that setting up a kids’ clothing company would be child’s play. We were wrong. We spent a year and a lot of money we didn’t have, learning just how difficult it was. We learned about suppliers, we learned about design, we learned about durability and we learned about branding. And, most of all, we learned just how hard it is to find the perfect jersey cotton that takes a battering and survives regular washing.
It was, as they say, a journey. But we’ve got there now. We’re running a family business. We’ve worked out that he’s the meticulous one who’ll spend months ensuring the zips are just right and I’m the one who throws caution to the wind and needs reining in. Best of all, our customers seem to be happy – because we’re making classic clothes that their kids love.