Little Liberty

Future Fashion

Meet the earth-conscious labels making ethical clothing for kids cool

Shop All Kids

Something is stirring in the world of childrenswear – and fortunately, this something has the planet on side. As fashion gains a conscience, so does its miniature counterpart, with the realities of fast-growing little ones and the disposable nature of kids’ clothing becoming all too apparent. Now the industry is taking notice, proven by a palpable shift towards sustainable fabrics and mindful production that’s far more than just a trend. To get to the root of the movement, we talk to the earth-friendly labels making conscious kidswear cool.

Oeuf NYC

"Our customers really want to start their children off with natural materials, things that are not mass produced, quality items that are not disposable. Perhaps it's easy to start small in that way, because we all want the best for the youngest generation, including a healthy planet and a sustainable lifestyle for them as they grow up."

"Oeuf works with small workshops in Bolivia and Peru; incredible natural materials originate there, such as organic pima cotton and baby alpaca, and there is a tradition of working with these materials. We produce in small quantities so we avoid waste, and use as much organic material as possible. And we're working on more ways to use any leftover fabric or yarn at the end of the season. Above all, we try to design pieces that people will love and cherish for years, passing down to friends and family as the children grow."


"I think, every time, we are more concerned about sustainability. We worry about the planet and how we leave it to our children and grandchildren. We want to make up for the damage and be more fair-minded. We are also more conscious about consumerism in general."

"Tinycottons only uses Pima cotton, which is produced in small quantities and in a slow and fair manner. It is actually hand-picked. We also just recently introduced a whole organic edition with fully ecologically certified materials. As a matter of fact, all our fabrics are fair trade."

"We really try hard to be more sustainable and that starts with the paper we use in our office to the materials with which we produce our collections. We believe that shortly we can even do something much bigger and something with much more importance… we are working on it!"

Stella McCartney Kids

"It’s important to consider where the fabrics are coming from, especially in clothing for children. I use a lot of organic fabrics in the kids’ collection: not only is it sustainable for the environment but it is also a way of protecting children from being exposed to too many chemicals, it’s in a sense trying to provide a sense of purity."

"Sustainability is a key element of the brand and every collection, 70% of the cotton used is organic. It’s about changing a mind-set: everyone can do really simple things to make a difference. We owe it to ourselves and the industry to do more, because it’s not only about designing clothes or accessories anymore – we must think beyond that."

"When we start each season, we ask ourselves how can we do this in a more sustainable, responsible, and environmental way without comprising on design. In any other design industry, be it cars, architecture, technology, everything is being modernised, and I strongly believe that fashion can be modernised in the approach we all collectively take."

Noe & Zoe

"We’ve seen a big change in people’s awareness towards the environment as we all strive to live an environmentally conscious and sustainable lifestyle – buying sustainable, eco-friendly and organic clothing is the natural thing to do. As a parent, you strive to do the best you can for your children and their future; sustainability is the result of what we want for our children: a world worth living in."

"All Noe & Zoe’s clothing is produced in Portugal. Working closely with suppliers is extremely important to me, so I visit 4 - 6 times a year, to meet the people who work for us, ensure they’re paid the correct wages and that we are producing our clothing as environmentally-friendly as possible."

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