Reflection on the Past Year

As I look back on the past 12 months, the journey with Turf - this small but mighty footwear brand - has offered me immense perspective. The lessons have been abundant, and much to appreciate. One of the most important reminders this year has given me? Hard work doesn’t always pay off immediately. It’s more like an investment - a slow-burning asset that you can cash in later. And the payoff? It isn’t always financial.

Turf was born from two passions: My love for beautifully crafted shoes and my deep commitment to animal welfare. Creating stylish and comfortable footwear that blends artisanal craftsmanship with vegan and sustainable materials has been a reward in itself. It’s proof that fashion can be forward-thinking and compassionate.

But the honest truth is that not everyone is ready to fully embrace shoes that are made from vegan fabrics, even if they're premium and of high-quality. Many consumers are hesitant when they hear vegan, wary of “green” labels that still carry outdated stereotypes - granola aesthetics, low quality or lack of style. Breaking that perception has been one of my greatest challenges and learning opportunities this year. And yet, I remain committed

knowing the path to shifting mindsets and building trust around ethical fashion isn’t a sprint; it’s a marathon. With each pair of shoes Turf creates, I’m not just selling a product, but starting a conversation about what’s possible when style and values come together.

Reflecting on what Turf has achieved this year fills me with pride. A few standout moments include:

Strengthening the partnership with our factory in Spain. I’ve gained invaluable knowledge about the art of crafting the perfect flats - creating shoes that are beautifully made and also incredibly comfortable to wear.

Opening three pop-up stores in Stockholm. Teaming up with like-minded sustainable fashion brands allowed me to meet incredible entrepreneurs, learn from their experiences and engage meaningfully with customers. Understanding their mindset and shopping habits has been invaluable.

Partnering with Born Free USA. As one of their corporate partners, a portion of every Turf sale is donated to support their primate sanctuary, which cares for around 300 monkeys rescued from laboratories and roadside zoos. Supporting such a meaningful cause brings deep fulfillment.

Expanding into fantastic retail spaces. Turf is now featured in standout stores in Stockholm and New York City. In Stockholm, our shoes are proudly displayed at Green Laces in the cool Södermalm neighborhood, alongside other fantastic vegan shoe brands. In New York city, Turf sits on the shelves of MooShoes, the iconic East Village footwear store that has championed vegan footwear for decades.

Connecting with inspiring women. Along the way, I’ve met so many generous, thoughtful and passionate women - some of whom have become cherished friends. Their unwavering support and dedication to uplifting others are deeply inspiring and give me great hope for what lies ahead.

As I step into the new year, I do so with a heart full of gratitude for the wins, patience for the progress still to come, and a belief in the mission that started it all: Crafting footwear that proves style, comfort and sustainability can beautifully coexist. Here’s to a future where compassionate choices become second nature.