Presenting: Stormie Poodle


Stormie Poodle is sprung from a great passion for the environment, mixed with love for the little ones. Caroline started her company to up-cycle high quality hotel textiles that otherwise would be thrown away, and her first products is the kids bathrobe, designed to last for many years. Read her full story below.


5 questions for Stormie Poodle

Tell us about your background!
I’m a biologist and I have spent most of my career working to increase people’s knowledge about our ecosystems and what’s going on with our planet. I grew up in South East Asia and was early on exposed to beautiful, biodiversity rich nature and amazing people. I also saw the negative side effects of what development brings in the way of destroying natural habitats. The coral reefs that had been so colorful and full of life were quickly destroyed by the increasing number of boats that brought tourists because their anchors crushed the corals and the tourists picked souvenirs from the sea. This sparked my interest in in not only nature but also where man comes into it, how we interact with our planet. Today, I am very much interested in human behaviour – how can we nudge people into making better and more sustainable choices for instance?

What’s the story behind your brand?
I set up Stormie Poodle when my children were small. I had received a lot of hand-me-downs from friends and I realized that I preferred them over the new clothes. The skin is our largest organ and childrens’ skin is very sensitive. These hand-me-downs were so soft to the skin and had been washed so many times that most of the chemicals found in new clothes had been washed out.
So I thought why don’t we make new clothes for kids out of material that has already been used? When I found out that hundreds of tons of high quality hotel textiles were thrown away each year due to minor flaws I realized that I had found what I was looking for: an endless supply of high quality material that otherwise would go to waste.

What inspires you to create?
I am a big fan of the outdoors. I kayak, skate and ski and spend as much time as I can in nature because that’s were I ground myself the best. I need a lot of time alone, away from people in order for my mind to work at its best. The more nature and physical acticities outside I have the more creative and energized I get! Obviously, I stay up-to-date with what’s going on with the planet so that I can stay ahead and that often sparks my imagination.

What made you decide to start your own company, and what do you like most about it?
Working with environmental matters, I felt that things were not happening fast enough. I thought about my childrens’ future and I really wanted to make a difference. My frustration with knowing how bad the situation for the planet was and how slowly things were moving along drove me. I dreamt of doing something very handson that would benefit both people and the planet…

The best thing about running my own business is that I have a lot of personal freedom to test my ideas, run with them or discard them. It’s hard sometimes, when something you’ve been working for a long time with doesn’t work and you have to start all over again. But I decided a long time ago that Stormie Poodle, kind of my 5th child, was always going to be a source of energy in my life and that I would stop when it wasn’t one anymore. Eight years on, I still love it!

What are your plans and dreams for the future?
My dream is to spread my concept of healthy materials and ethical manufacturing all over the world. There are hotels all over the world with high quality material that they no longer want or need to use and there are people all over the world who stand outside the regular job market but have a lot of handicraft skills. I want to make better use of these two resources. My goal is to sell great products to not only consumers but also directly to hotels who need great products with which to communicate their sustainability work. Stormie Poodle provides them with a great story. Imagine coming to a hotel and seeing a sign next to the bathrobe ”this bathrobe has been manufactured in an ethical way by so-and-so and has been made out of our former hotel towels”.


Shop the collection from Stormie Poodle at Nordic Design Collective.