OUR PHILOSOPHY
Why We Embroider
A print is a plastic coating sitting on top of the fabric — it cracks, peels, and washes away. A stitch is part of the garment itself. Every design we make is thread: thousands of stitches that last as long as the cotton does.
Embroidered vs printed — which lasts longer? →
Why 100% Organic Cotton
One of these grows on a plant. The other comes from a barrel. Our fabric is 100% organic cotton — grown without synthetic pesticides, gentle on your skin and the soil it came from. GOTS-certified fibre, knit and dyed in Ontario, and we publish the certificate so you don't have to take our word for it.
See our materials & certificates →BESTSELLERS
MEET THE FOUNDER - Komal
Sustainability built on intention
I used to be a fast-fashion addict. If you saw me twice in a week, you’d never see the same outfit. I thought style was about how much you owned, not how much you cared.
But a few years ago, I hit a turning point. A spiritual search for self-discovery turned into a wake-up call about our planet. I looked at my overflowing closet and felt a disconnect. I started making changes—small ones at first—but the biggest challenge was my wardrobe.
I wanted sustainability, but I also wanted inspiration. I wanted vibrant designs that spoke to my soul.
I founded TURTLEGROOVE because I wanted to "earn the badge" of being a conscious consumer without losing the joy of getting dressed.