Interview with Adam Clayton, Co-founder and CEO of Silversnug

We chatted to Adam, co-founder of Silversnug, an electromagnetic field (EMF) blocking baby clothes and blanket brand which exist to protect from and raise awareness of potential health risks from WIFI radiation.

Their mantra, keeping babies safe, cosy, and protected has seen the brand occupy a niche space in babywear at a time when WIFI research and long-term impact of EMF is yet to be realised.

Why did your brand come about?

Silversnug is an idea Ed and I had about three years ago – we were concerned about the harmful effects of wireless radiation as new and young fathers and wanted to raise awareness and do something to help protect little ones.

The idea was to create an EMF blocking baby clothing and blanket brand to tackle potential health risks of WIFI radiation. Keeping babies safe, cosy, and protected is our mission.

While we love technology, we hope the world doesn’t become too consumed by screens and worry about the speed of implementation with some new technologies. The lack of research into the true effects of wireless technology and consequential EMF emitted, made us as new fathers try and then struggle to find products with some protection from EMF.

After research, we used Bridge and Stitch’s expertise to support us. We developed luxurious products that look and feel great and include discreet layers of silver, to block out and absorb some EMF. Our range includes blankets, beanies, other hats and Sammy, the cuddly sloth!

How did Bridge & Stitch help with challenges launching a brand?

The issues we faced were mainly around factory sourcing but also in producing design tech packs you take to factories and use for sampling then production. When we approached Bridge and Stitch, we needed expertise on product design and development, sampling, production and quality checking.

Rachael and her team helped us source the fabrics too. Because of the limitations of UK machinery and expertise to manufacture blankets and hats, we had to make the garments overseas.

We’re now at the stage of soft launching. Our product collection is finished and we’re ready to go with brand influencers and other marketing!

What stood out with Bridge & Stitch?

Attention to detail. I would say they’re thorough (good on factory knowledge), organised (Rachael and team loves a spreadsheet and a tech pack!), and excellent communicators.