A Pause With Purpose

Turf has always been powered by a small and passionate team - and, for the most part, that team is me. I design, oversee development and share our shoes with the incredible women who wear them with such style. I’m supported by our exceptional partner factory in Alicante, Spain - a family-owned workshop where experienced artisans hand-craft each pair with remarkable skill and patience. It’s a place rooted in traditional shoemaking, yet forward-thinking in helping us source and integrate next-generation materials that push sustainability further than conventional animal skin ever could.

Working with innovative materials is not simple. These fabrics behave differently, require new techniques and often slow production as we adjust at the supply-chain level. But progress rarely happens at speed - it happens with intention, adaptation and commitment. And I am grateful to have a team of craftspeople, and collaborators who share that philosophy.

Over the past year, however, we faced both personal and professional challenges that required us to step back, reassess and recalibrate. And that pause was not only necessary - it was healthy. Turf is built by humans who care deeply, and we never want to produce for the sake of producing. Every pair we release should feel meaningful, and held to the standards we set from day one.

We remain focused on creating beautiful, timeless silhouettes that never compromise on comfort. At the same time, we continue testing next-generation materials to ensure they perform not only ethically, but technically at the highest level. And on sustainability, we are raising our own benchmark even further - developing ways to trace and measure impact from sourcing through post-consumer use. We are aligning our efforts with UN and European sustainability frameworks, and are proud to already be ahead of key standards, while still pushing ourselves to go further.

What has never changed - and never will - are our three core principles:

Turf is timeless.

Turf is comfortable.

Turf is sustainable.

We hold ourselves to these values because we love the women who wear our shoes and believe they deserve fashion that elevates their lives - not compromises them. And we love our planet, too. Style and sustainability can absolutely coexist when intention leads the way.

We produce in deliberately small quantities, because we believe in the power - and responsibility - of slow fashion. We are proud to achieve an 80% sell-through before we restock. It may not be the quickest route to growth, but it is the one that aligns with our values and vision. Turf is built carefully, consciously and for the long game.

I will continue to pour everything I have into this small but mighty brand, and I hope you will continue to find beauty, comfort and joy in every pair of Turf shoes you wear.

Thank you for being here - it means more than you know.