Female Founder - Eleanor Turner
The Big Favorite - Plastic-free Pima basics for Particular People
I often talk about founders who identify a problem and create a brand to tackle it. This newsletter spotlights a founder who is not just building a brand/company based on an identified issue, but steadily improving the business model, and creating iconic products, one wardrobe essential at a time.
I first met Eleanor at a conference in New York back in 2019. We ended up sitting next to each other during one of the talks, had a chat, and exchanged contact information. Over the next couple of days, we connected on LinkedIn, and I was genuinely amazed when I learned about her work background. I mean, seriously impressed. Eleanor is incredibly knowledgeable about Fashion and Clothing, with a capital F and C. She has an extensive background and a wealth of experience working at some of the top fashion houses.
Eleanor is the Founder and CEO of The Big Favorite - a line of “natural, soft, versatile basics that focus your wardrobe.” Over the years, we've connected through calls, discussing industry insights we've observed.
Since she has taken over The Big Favorite, Eleanor has built a truly exceptional brand with sustainability at its core and standout products. I have the organic turtleneck thats a few years old yet looks like it did on day one. She recently sent me a Reworked Shirt and it’s probably one of my favorite shirts hands down. I LOVE the multi-way wear option of the shirt that makes what would be a traditional piece into a covetable wear. I’ve also placed an order for her new Relaxed Crew in my favorite color - Heather Grey. Even though my order hasn't even shipped yet, I already know it will be a front of closet favorite.
But you could say a lot of brands sell button downs, and basics like turtle necks and t-shirts, so what’s makes this special? The Big Favorite is special because of Eleanor’s commitment to sustainability while ensuring incredible quality at affordable price points, using plastic-free pima cotton for all their base layers. THAT is a feat.
But that’s not all! The Big Favorite also has a recycling program so you can wear your basics guilt free and send it back for store credit, all while knowing everything will be shredded into new yarn and nothing goes to landfill. This isn't an easy task, but once again, Eleanor is all about striving for improvement rather than choosing the easy route - and I truly admire her for that.
Honestly, I could talk about Eleanor and why you should consider The Big Favorite for your next basics purchase all day long but I would rather you hear more from her about her phenomenal background and the impetus behind The Big Favorite:
Can you share a little bit about background?
I have a long history in fashion. I studied Fashion at Savannah College of Art and Design and moved to NYC after graduating in 2008. I went to work as a PR intern at Tommy Hilfiger which turned into a full time role as a liaison between the Design and Marketing Departments for the Collection. It was such an amazing experience because it was like being inside a well-funded startup, working with the top 4 heads of Tommy International, traveling to Italy for fittings and Amsterdam for ad campaign style outs. After that I went to Tory Burch where I spent my time on the knitwear team, cutting my teeth designing cut & sew dresses, pants, and tees. I had always dreamt of working with Mickey Drexler at J.Crew and an opportunity presented itself to move to the women’s knitwear team and I jumped at the chance. It was an incredible role that exposed me to the perfect balance between business and creativity. In 2014, the startup world came knocking. I considered starting The Big Favorite, but ended up meeting my first business partner instead. We co-founded Argent, the women’s suiting brand, launching the company in 2016 with colorful, functional suiting, dressing powerful women like Hillary Clinton, Amy Poehler, Emily Weiss, Awkwafina, and Lilly Singh.
What made you want to launch TBF?
The Big Favorite is my great grandfather’s brand. I didn’t know that he was a textiles and manufacturing entrepreneur until I was in college. When I found out, I knew I wanted to do something with the brand one day - it’s such a great name. After I left Argent, I knew I wanted to revive the brand with the intention of making joyful, comfortable knitwear, without destroying the planet. Starting with basics, we did just that and created a circular program where customers can send back their old and worn out TBF in exchange for rewards on their next purchase. Three years in, we’ve evolved and I am so excited for TBF’s next chapter.
What do you feel makes TBF unique?
For a lot of brands, cut and sew knitwear like tees and tanks are an afterthought - an opportunity to develop something basic at an entry pricepoint. At The Big Favorite, this is our focus. We’ve become known for this specialization. We are rigorous about fit, fabric, quality, design, make and brand. As we evolve, our strong vision for knitwear will come through in an effort to stylishly streamline our customer’s wardrobes to make time and space for joy, self-reflection, and a focus on their highest purpose. Our circular system is certainly the cherry on top for our most loyal customers.
What is something you wish other entrepreneurs in your field knew or understood about the industry?
Making physical product is incredibly hard and a labor of love. Making physical product that fits a human body - something that varies unpredictably - is even more challenging. We love what we do because it brings us so much joy and fulfillment knowing our customers love wearing what we provide. It’s so important for entrepreneurs to get clear about their purpose and how it serves their customers. I think so often, people start businesses to try and make money, but starting a business is truly about showing up and doing the thing you love (and are good at) for the people you want to serve for a long time.
What is something you wish your consumers knew or understood about the industry?
I truly wish consumers knew how difficult making clothing really is and that it shouldn’t cost less than your lunch. I also wish they knew how much plastic is hiding in our wardrobes contributing to microplastics in our water supplies, food chains, and bodies. I imagine a better future where we all appreciate a well-made garment, where we prioritize fewer, better things, and where we understand our unique purposes and can be focused, responsible consumers who sustain the planet.
Can you share a little about any exciting launches coming in 2024 for TBF?
We’re launching a few new styles, one of which is an all-cotton sports bra and the matching bottoms. With the news about BPA and PFAS being found in athleticwear and specifically sports bras, we decided to engineer our own. It’s something we’ve been developing for over a year and we’re finally about ready to launch it. I couldn’t be more excited to see the response because it is gorgeous!
Where can consumers learn more about you/TBF?
Follow us on TikTok and Instagram @thebigfavorite and shop us online at thebigfavorite.com
Making physical products is so hard! 100% - great to see a labor of love in each knit.