Care and Sustainability

I care about creating high quality garments in the most responsible and ethical way and running a business that doesn’t adversely affect the generation I clothe. I therefore strive to make thoughtful and informed decisions about how the business operates.


It is important to me that every supplier I partner with has ethics at the heart of how each garment is produced. All garments are not only super soft and the highest possible quality, they are made to strict guidelines and are compliant with high industry standards;

Oeko-Tex Standard 100 - Our skin is permeable, so if you’re wearing clothes that have been processed with harmful chemicals, those chemicals can be absorbed into your body. All garments are certified by Oeko-Tex Standard 100, a global standard and independent certification methodology that ensures that you can be certain that every component of every garment is free of nasties like harmful chemicals and are therefore safe for your little ones.

BSCI (Business Social Compliance Initiative) and Sedex (Supplier Ethical Data Exchange) certified - BSCI and Sedex are non-profit organisations dedicated to the improvement of working conditions and ethics in supply chains. Our supplier is a member of both organisations and audited annually against both standards. This includes meeting such criteria as using eco-friendly products, providing a living wage and a safe environment to work for every employee and every person involved in bringing the product into being.


We care about our little planet and that is why we have put a lot of thought into our packaging. We wanted to avoid plastic and to allow our customers to repurpose as much of it as possible.

Your order comes packed inside beautiful tissue paper (that is acid-free, printed with soy-based inks and is FSC Certified) has been designed to be coloured in by your little one at your next craft time; we even provide the crayons! Our swing tags and stationery are printed on 100% recycled paper and are compostable and recyclable and finally, your order will be shipped using 100% degradable, compostable mailing bags, with ideas of how to repurpose printed on the reverse.

Giving Back

At the core of the brand is self-love and confidence for little ones. We are proud to donate proceeds from select items of our product line to YoungMindsUK, a charity leading the fight for a future where all young minds are supported to build resilience to overcome life’s difficulties by providing access to crucial support services.

The work this charity does to help young people with their mental health is needed now more than ever. According to YoungMinds almost 75% of children are not getting the support they need, leading to long-term and sometimes devastating consequences. I don't want my daughter to be part of that statistic.


We think carefully about everything we put in the bin. The biggest waste product from the garment construction process is fabric off cuts. In an effort to eliminate our contribution to landfill, we will retain our cotton fabric off cuts, and donate them where possible. Other suggestions are very welcome!


Environmental impact is something that is considered in every detail of the design process and we are always open to learning about new ways to improve our environmental footprint. If you know a way that we can improve our impact on the environment, we’d love to hear from you!