Why SUNNY FOLK have moved away from stockists and what's next?!

Hey folks, Gene here

I’ve got a bit of an update for you — the kind where we flip the script, shake out the sand, and decide to do things a little differently around here.

We’ve officially changed how we price our pieces: they’re now lower, and they’re staying that way.

All year round.

No big seasonal sales.

No “wait for the discount” game.

Just reasonable pricing, all the time.

Why, you ask?

Well, when I started SUNNY FOLK, it was because I wanted to make cute-as, organic clothes that didn’t cost the earth.

The truth is, organic cotton will always be more expensive (if you’re curious about why, I’ve written more about it [here]). Those costs are out of my hands. But what is in my control?

• Selling direct to you (so no middlemen).
• No big markups just to mark things down later.

We’re not here to play the fashion game of “new season, new drop, new sale.” That just leads to pressure to buy something that’s not quite right, at a time that’s not quite right, for a kid who probably needs something totally different anyway.

That’s never what SUNNY FOLK was meant to be. We’re here for the pieces that get worn, washed, passed on, and loved. Not over-produced, not over-hyped, not flash-in-the-pan fashion.

What about stockists?

Ah yes, the other big change. We’ve made the call to go online only, no more third-party stockists.

Now, before you think I’m anti-stockist (promise I’m not!), here’s the reality: We’ve had some lovely ones, truly. But to work with them, we had to raise prices so they could make a margin (rightfully so), while we made… basically nothing.

A whole lot of work, beautiful organic cotton, and love, for a whole lotta $0 left over. Which made it really hard to reinvest into new collections, or you know... keep going.

And when you’re a one-woman band juggling design, production, fulfilment, emails, and the occasional toddler tantrum — that extra layer of wholesale admin? It’s a lot.

I realised I’d rather put that energy into making really good stuff and doing it on my own terms.

I’m proud of this shift. It feels more aligned with what SUNNY FOLK was always meant to be — more intentional, more accessible, and more sustainable.

For your kids, your wallet, and this beautiful little planet we’re raising them on.

Thanks for being here. Thanks for supporting small (and weird) and slow.

Big love,
Gene x