Trends
The State Of Sustainability For Kid’s Brands 
Sustainability is a topic on everyone’s mind today. Whether a brand, buyer, expert, or a consumer, the climate crisis is something none of us can consciously ignore. Especially as professionals within the kid’s market, we are dedicated to the little ones who will inherit the planet and the choices we’ve made. With the arrival of Earth Day this year, we wanted to explore the state of sustainability within the kid’s market. To do this, we spoke with a few brands, buyers, and experts from our international community to get their perspectives. Because we got so much great feedback, for this article we’ll be focusing on sustainability for kid’s brands, with another article coming later this week to talk about retailers.
Sustainability for kid’s brands is full of challenges and opportunities. We’ll explore how the nine we interviewed incorporate sustainability into their businesses, the challenges they’re facing, and how to talk about price. They’ll also share their best advice for incorporating and communicating on sustainability. Experts from forecasting agencies, magazines, and a press & influence office will weigh in as well with their global perspectives of the kid’s market. Let’s dive right in and start learning about the state of sustainability for kid’s brands!
As anyone who’s tried to incorporate sustainability into their own life can relate to, brands are all doing their best. There are endless avenues for improvement, as well as for success. Sustainability isn’t about achieving something and stopping — it’s about continuous improvement. Regardless of their methods, their terminology, or their view on certifications, all of the brands we spoke to believe sustainability is a continuous journey. “I always like to think about commitment as a verb, an action. It is built every day. We need to be there practicing it, driven by a strong sense of purpose,” said Cecilia, who is responsible for Innovation & Sustainability at the brand Bobo Choses. Sustainability for kid’s brands is full of challenges, and each finds their own way of responding to them.
So, why do these brands choose to take on this endless journey? All of them believe it is their responsibility to ethically produce the products they are bringing into the world. “As a brand making products for the next generation, it’s not just a choice – it’s a responsibility,” Catherina, the PR and Communication Manager at Mini Rodini, told us.
Mogens, the founder and CEO of Molo, told us that being a certified brand is essential for them. “We are GOTS, OCS, and GRS certified, ensuring high standards for ethical production and transparency,” he said. The brand’s supply chain is very well monitored, with more than 90% of their cotton garments being GOTS certified. “Certifications provide third-party verification of our claims, ensuring transparency and accountability,” Mogens explained.
The value Molo places on certifications is the reason they steer clear of using the word “sustainability” itself. They prefer to communicate on their certifications while constantly continuing their practices. “We design for children — our future — so naturally we value and respect that future,” Mogens said. At Molo, they focus on sharing the story behind each garment and the value of the fibers they use. By being transparent about their processes, Molo works to build trust with their clientele. This also helps empower their customers to make informed decisions about the clothes they buy. “We believe that no brand can claim to be truly ‘sustainable’ while producing new garments,” Mogens told us. “Instead, we focus on being the most responsible version of ourselves,” he concluded.
“From the beginning, sustainability has been culturally rooted in Bobo Choses through our core values,” Cecilia told us. She is responsible for Innovation & Sustainability at the Spanish label, making her a key driver of these initiatives. She says the Bobo Choses team views sustainable production as a critical component, noting that once you’re aware of the issue it’s hard to overlook. While the brand itself doesn’t carry any certifications, they work with the largest possible percentage of certified materials. “For us, it’s essential to adopt them as a framework to enhance a more responsible supply chain,” Cecilia explained.
Storytelling is key to building value and explaining their process to customers. “The supply chain is long, and in every stage, there is a human involved,” said Cecilia. “A product has a long story behind its creation. When buying raw material, we are immersing ourselves in the story of the planet. We’re borrowing a resource that we will transform into a product,” she continued. By focusing on the human hands that have worked on a product from start to finish, Bobo Choses is open and honest about their production chain.
A brand that is well-known for their sustainable practices, the French footwear label Veja works in a different way than a lot of other brands. By forgoing an advertising and marketing budget, Veja is able to invest in organic raw materials, production, and employees’ and farmers’ salaries.
Their team explained that the cotton used for canvas and laces that is sourced in Brazil and Peru is organic and agroecological. “In Brazil, this agriculture enriches the land after being cultivated. This improves the diversity of species cultivated and the water retention of the soil,” they explained. In Peru, the farmers growing certified organic and regenerative cotton are supported in their certification process, in addition to receiving technical and financial assistance to improve their production. Rubber is bought directly from cooperatives of families of seringueiros (rubber tappers). Using traditional techniques that allow the trees to regenerate, they tap the rubber in a sustainable way. The list goes on and on, with every step of Vera’s supply chain being thoughtful, conscious, and considerate to the planet and the people they work with.
The brand carries several certifications, with B Corp, GOTS, and Fair for Life being just a few. “These certifications demonstrate Veja’s dedication to transparency, environmental sustainability, and ethical practices throughout its supply chain,” their team said.
For the lifestyle brand Momiji, materials are their key to a sustainable business model. “By sourcing regenerative rattan, a rapidly renewable material that supports forest ecosystems, and partnering with skilled Indonesian artisans to preserve traditional crafts and uplift rural communities, our business model upholds the 4 pillars of sustainability,” explained this Singaporean brand’s co-owner, Cissy. Having started as customers, Cissy and her business partner, Jasmine, recently took over the high quality, bespoke label. They continue to uphold its principles of sustainability, with Cissy explaining that they see a reflection of themselves and their children in the families that buy Momiji.
“We believe every product should nurture, not harm,” she continued, in reference to both children themselves and the environment they will inherit. Momiji works with three trusted suppliers whom they allocate designs to according to their unique strengths. Their handcrafted products can take up to 40 hours to create, preserving intangible human skills within vulnerable communities. This also allows customers to customize their orders, adding even more value to their products. The human hands behind each item add to the value, while rattan allows for the products to be repaired. Cissy and Jasmine work closely with their suppliers to ensure the safety and care of the people making them, and those who will enjoy them for generations. Though not certified yet, Momiji has begun the process of getting formal certifications. They’ve identified this as an important step as they expand into the global market.
Heading back to fashion, we spoke to Inês, the designer behind the Portuguese label, Snug. Since its beginning, the brand has been designed to shift away from disposable fashion. “We embrace a mindful approach to production. We follow principles of reducing waste, designing for longevity, and carefully selecting materials with minimal environmental impact,” she told us. Using natural and recycled materials, Snug manufactures exclusively in Portugal. By producing within 50 kilometers of their headquarters, they reduce carbon emissions, support local craftsmanship, and ensure the working conditions are safe and their products are high quality.
Inês told us that as part of their “Born Green” philosophy, Snug transitioned to 100% renewable energy in 2023. By investing in photovoltaic solar panels, they’re able to operate with clean energy. Snug selects suppliers with certified fabrics and accessories, for example BCI cotton, GOTS, and OEKO-TEX 100. “Every step we take is guided by the belief that small choices today can shape a better future for the next generations,” said Inês. With Snug’s use of organic materials and lower production volumes that reduce waste, it’s clear that Snug carefully considers each step of the process.
Gray Label has had sustainability at its heart since the brand’s beginning as well, its founder, Emily, told us. “Sustainability is embedded in every aspect of Gray Label. From the materials we choose to how we produce and package our garments,” she explained. Emily told us that every Gray Label product is GOTS-certified. This guarantees their entire supply chain meets the highest standards for organic materials, environmental responsibility, and ethical production. She believes these certifications ensure transparency, as well as credibility. “Our customers can trust that we stand by our values,” she said.
In addition to all of this, Gray Label is also encouraging circularity through their Restore initiative. “Restore is our initiative born from a desire to close the loop together with our customers. It’s a space where we offer Archive, Essential, Preloved, and Upcycled collections. This way, customers can give products a second life,” she explained. By consciously creating, as well as offering their customers a simple solution when kids outgrow their products, Gray Label navigates the production process and the next step of each product’s lifecycle with sustainability in mind.
For the lifestyle brand Grech & Co, sustainability is woven into their every practice, too. “From the simple choice of colors that can build on past collections, to product development, packaging, and even long term production partners, it’s part of how we live, work, and design,” said founder, designer, and CEO, Janet. They produce in small batches to reduce waste and overstocks, select eco-friendly and recycled materials when possible, and maintain their relationships with manufactures to produce as sustainably as possible.
“I want my children, and all of our children, to grow up in a world where conscious choices are the norm, not the exception,” Janet told us. To pursue this, she incorporates conscious practices into every facet of Grech & Co. Many of their materials carry certifications. They also use third party labs to test products and choose certified factories to work with. “Certifications are incredibly important to us. They provide transparency, accountability, and assurance for our customers and for ourselves.” she said. She continued by saying that certifications validate their effort to offer products that are safe for children, responsibly produced, and aligned with environmental and ethical standards. Almost everything at Grech & Co is done in house, which is a challenge Janet willingly takes on to ensure that her brand actively contributes to positive change.
Friends Bliss and Anna started the UK kidswear brand Studio Koter to solve the problem of waste. Knowing that children grow quickly, their designs transform organic, recycled, or deadstock fabrics into modern, yet timeless garments. “We focus on construction details that help garments withstand repeated wear and washing. We also build in adjustable features to grow with the child wearing them,” explained Bliss. “For us, sustainability isn’t just about the materials we use. It’s about creating a better system for how children’s clothes are made, worn, and valued,” she continued. Through their designs, Studio Koter is trying to shape new habits and provide clothing that is able to withstand the tests of time (and children!).
She and Anna believe that if children grow up learning not only to value what they wear and how to care for it, but also where clothes come from and the importance of passing them on, it’s a mindset that can last a lifetime. For the moment, Studio Koter works with small ateliers and family-run suppliers. They largely can’t afford the cost or complexity of certifications. Bliss says they find certifications can be helpful, but that they aren’t the only path for building an ethical brand. “We’ve chosen our ateliers and suppliers because of their craft, values, and the relationships we’ve built with them,” Bliss explained. She and Anna are currently exploring blockchain technology to offer full traceability. They’re focusing on selling Studio Koter with its outstanding design, and building collections that are sustainable because they view it as their responsibility.
Mini Rodini shares this focus, producing clothes that kids love to wear, parents feel good about buying, and that compromise on neither ethics or aesthetics, the brand’s PR and Communication Manager, Catherina, told us. The brand itself began almost 20 years ago when illustrator Cassandra Rhodin couldn’t find unique, sustainable baby and kidswear. Driven by that same vision, sustainability remains at the foundation of everything the brand does today. “Over 99% of our products are made from sustainable materials — organic, recycled, or biodegradable fibers,” Catherina told us. “We also go beyond products, working towards transparency, fair labor, and circular solutions like our upcycling collections and in-store repair programs,” she continued.
Mini Rodini takes certifications very seriously, using GOTS-certified cotton, GRS-certified recycled materials, and by being members of Fear Wear Foundation. “Certifications help us maintain high standards across our supply chain. This offers transparency and trust, and provides the facts behind our statements,” Catherina explained. She reminded us that sustainability can sometimes feel overwhelming or vague to consumers. This is why Mini Rodini focuses on showing the work behind their products through sustainability reports and their communication. “We are driven by ethics and a real ambition to make something better than fast fashion. As long as we can say that, Mini Rodini has a reason to exist,” she concluded.
Now that we’ve explored some of the solutions, let’s talk about some of the challenges brands are facing as they try to be as sustainable as possible. One of the problems Bliss from Studio Koter pointed out is managing growth without compromising the brand’s ethos. “As we expand, it’s important for us to maintain the same level of care and attention to detail. We need to ensure every new piece of stock meets the same high standards as our first batch,” she said.
Fellow growing brand Grech & Co is in the same boat, with Janet saying it can be difficult to take the time to learn more about certifications, testing, and other best practices as the brand grows. Snug’s designer Inês agrees, the continuous journey of sustainability requires constant research, innovation, and adaptation. “Balancing sustainability with growth is a challenge,” confirmed Emily from Gray Label. “The industry is still evolving, and finding truly sustainable solutions through fabric innovations, production methods, or logistics takes time,” she elaborated.
Gray LabelAnother challenge of sustainability for kid’s brands is that sustainable choices tend to tighten profit margins. “It is much harder to pivot and take advantage of new opportunities for revenue, as our business models are built for long term impact rather than short lived fads,” explained Cissy from Momiji. Veja’s team can understand this, as a brand that is growing globally without investors. Their team told us that by eradicating advertising costs, the brand manages to have a margin that, while smaller than their competitors, is enough to be profitable.
In Catherina from Mini Rodini’s opinion, balancing ambition and reality is the biggest challenge. “We’re constantly navigating limited options, high costs, and systemic industry challenges,” she said. Mogens of Molo echos this challenge, saying “We’re constantly pushing for progress, but it’s a journey of continuous improvement rather than a quick fix”.
We find that Cecilia from Bobo Choses has perfectly summarized the feeling a lot of us can have when it comes to sustainability: “Sometimes, we feel like a small fish swimming in a big ocean,” she said. “In the end, we’re all in the same boat. It is more natural to row in the same direction,” she concluded, ending on an optimistic note.
It’s no secret that with certifications, responsible raw materials, and all the other ways to incorporate sustainability for kid’s brands, there comes a cost. But, as each brand will tell you in their own way, the final price is a reflection of the product’s value. “Sustainable production does affect the price,” said Janet of Grech & Co. “But in ways we believe are worth every penny. The result is something that is more than just a product. It’s a mindful, meaningful investment,” she continued.
Mogens from Molo told us that their customers appreciate that the brand’s garments last longer, live up to safety regulations, and can be passed down. “Our pieces are designed to last, to be worn and loved for a long time and passed on,” agreed Emily from Gray Label. Another argument offered by Bliss from Studio Koter is that while the upfront cost may be higher, the long term value is far greater.
“We see it as paying the real cost, rather than cutting corners,” explains Catherina of Mini Rodini. Snug’s Inês calls to mind the fact that their products are made by skilled artisans, a fact that influences the final price as well as the expert quality. Cecilia from Bobo Choses emphasizes this point, saying “The supply chain is long, and in every stage there is a human involved”. Cissy from Momiji agrees with all of these points, noting that “Our high quality, handcrafted, heirloom pieces will always be in a higher price bracket because they have been designed with longevity in mind”.
The common advice offered by brands is storytelling, said to us first by Inês from Snug. Janet acknowledges that this is an area she herself can put more work into for Grech & Co. Bobo Choses, while an expert at storytelling, says accountability, openness, and honesty are really important. Emily from Gray Label reminds us to make it relatable, to talk about the conscious choices that benefit people and the planet rather than getting too technical. Momiji’s Cissy agrees, encouraging “personalizing” the message and putting a focus on the benefits to customer’s home, loved ones, and their bottom line by investing in a product that will last several lifetimes. Studio Koter agrees, saying the practical benefits are key when communicating on sustainability for kid’s brands.
“People are smart, and want to make better choices,” Catherina from Mini Rodini reminds us. “When Veja launched, everyone thought we were crazy for producing sneakers that cost 5 to 7 times more than our competitors. But we knew our reality was in the fields, close to the producers in the mud of the Amazonian forest. Do what you want to see. All that matters is to act now,” is the advice offered by the Veja team. Mogens from Molo underlines all of this, saying “Honesty and transparency are key. Share the story behind the garment and engage customers with real insights into the process”.
Artisans crafting Momiji products
“It comes down to transparency. Clearly communicate your production methods, materials, shipping choices, and ethical practices. Go further by applying for certifications like B Corp and conducting impact assessments to identify areas for improvement. Consumers are smart — they don’t want perfection, they want honesty and progress.”
“After years of misleading greenwashing, brands are now shifting their approach. Instead of solely claiming “We are sustainable,” they are highlighting their standout features and adding, “We are also making efforts to be kinder to the environment, and here’s how we are progressing through x, y, and z.” Honesty will always be the best policy.”
“I think now more than ever, kids brands are realizing they can’t just check a box when it comes to sustainability and offer organic cotton options. It involves a full examination of all the processes within their business: from hang tag material, packaging methods, and afterlife of the product, to name just a few. It’s not an overnight fix, and it will always be a work in progress.
This is shifting the mentality surrounding secondhand as brands develop clothes to last vs clothes to outgrow and discard. This will also impact the color choice, silhouettes, and materials as longevity will require more trans seasonal and less trendy looks. With all the economic uncertainty, this movement solves multiple issues—parents will have a more cost-effective option to buy clothes for growing children, brands will have a new stream of inventory, and less clothes will end up in landfills. This is just one example of how kidswear brands will have to think creatively about their business models as we head into the future. Sustainability isn’t simply a selling point, but a way of life.”
“Communicate with honesty and without buzzwords. Brands that are serious about sustainable development don’t need to use words such as ‘eco’, ‘green’ and even ‘sustainable’ – because the work they are doing gives them far more to talk about with authenticity.”
“Today, it’s difficult to boast about sustainability for kid’s brands. It’s taken for granted in our current environmental context. On their own social media and websites, brands should illustrate their engagement, rather than focusing on highly “marketed” words. Images of their partners (factories, suppliers, spinning mills…) can be really impactful. It’s also important to sincerely justify their claims with photos or videos of leaders, creatives, and employees. These are the primary implementers of these noble objectives and the struggles behind them.
Brands have everything to gain from truly engaging with sustainable development stakeholders (textile or others). It’s the best way to build bridges that strengthen, legitimize, and offer sustainable prospects. A deep level of commitment will be a media issue. Waving a green flag one season could be seen as nothing more than cosmetic, or even smoke and mirrors, the next. Never forget that talking about the environment is no longer just a subject.
Paid media opportunities makes sense when users are also invested. They can share opinions that strengthen the foundations brands are building. Well-targeted influencer campaigns can work wonders. Transparency is essential, and in this honorable context, money proves contradictory. Some profiles prove to be loyal lieutenants, even becoming ambassadors. Content creators can contribute remarkably to the legitimacy of brands.”
One of the most important things that can be said about sustainability is that none of us are in this alone. We are all moving together towards a better future with better practices.
Meet us back here on the magazine this Thursday for an article focused on retailers and sustainability. These experts will be weighing in once again to offer insights, particularly into shifts in consumer behaviors. Until then, dive deeper into the sustainable initiatives of Molo (here) and Bobo Choses (here) with our past interviews of the brands.
