Your say / social media
‘We’re challenging the norm that a business has to be on social media to survive’
The Bristol-made childrenswear brand I founded in 2017 was born from my frustration with the lack of fun, organic and long-lasting clothing for kids.
What started as a personal mission has grown into a brand loved by families who care about quality, sustainability and creativity.
Recently, we realised there was a change we needed to make to still be true to our values. We realised we needed to cut ties with social media.
is needed now More than ever
Why? Because ILO has always been about conscious choices and I can no longer ignore the impact of digital overconsumption on families, children and even myself.
Like so many parents, I found myself glued to my phone, scrolling endlessly.
The irony wasn’t lost on me. I was building a brand dedicated to thoughtful, sustainable living, while simultaneously feeding into a culture of digital addiction. It didn’t sit right.
ILO has always been about pushing against the mainstream. We reject fast fashion, mass production and wasteful consumer habits.
Now, we’re challenging another norm: the idea that a business has to be on social media to survive.
We’re stepping away from Instagram, Facebook and other social platforms not just as a personal choice but as an extension of our values.
Research continues to reveal the harmful effects of social media on mental health, particularly for young people.
Parents are feeling the pressure too, constantly bombarded with unrealistic parenting standards and the never-ending expectation to be ‘plugged in’. We don’t want to contribute to that noise.
Beyond the impact on mental wellbeing, there’s also the question of who really controls the digital spaces we rely on.
The major social media platforms are owned by a handful of powerful corporations, driven by profit and engagement at any cost.
Their business models thrive on data collection, targeted advertising and algorithms designed to keep users scrolling, often at the expense of privacy, wellbeing and genuine connection.
As a small independent business, ILO has always valued transparency and ethical practices, and it’s hard to ignore the growing concerns around the way these platforms operate.
By stepping away, we’re choosing not to participate in a system that prioritises profit over people, and we hope to inspire others to think critically about their own digital presence.
ILO say they make “joyful clothing that grows with your child” – photo: ILO
Of course, this doesn’t mean we’re disappearing. Far from it.
Instead of relying on social media algorithms to dictate how we communicate, we’re launching an enhanced newsletter. An intentional, thoughtful way to stay connected.
This monthly newsletter will be packed with rich and inspiring content: parenting resources, behind-the-scenes design stories, sneak peeks at new collections, event invitations, customer contributions and company updates.
No mindless scrolling, no distractions; just a direct, meaningful way for our community to engage with ILO.
Ultimately, our vision is to move towards a social media free model, proving that a brand can thrive without it.
I want to show that success isn’t measured by follower counts or engagement metrics; it’s about real connections.
I don’t know exactly how this journey will unfold. Stepping away from social media in a world so reliant on it is a leap into the unknown.
There will be challenges and we’ll have to find new ways to connect, grow and share our story. But I believe in what we’re doing.
ILO has always been about conscious consumption and this is just another step in that direction.
As more companies reflect on their role in this space, ILO’s journey might offer a glimpse into what sustainable business practices could look like; practices that go beyond environmental responsibility to include digital wellness.
I hope we can prove that there are alternatives, and that success doesn’t have to be tied to algorithms and endless scrolling.
If we can spark even a small shift towards more intentional, meaningful engagement, then this decision will have been worth it.
We hope you’ll join us in breaking free.
This is an opinion piece by Violeta Llano, the founder of Bristol-made childrenswear brand ILO
Main photo: ILO
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