Climate smart and Sustainable

The largest potential in reducing the environmental footprint is achieved by extending the lifetime of a product. 

We obviously want our children to have the best, and that includes high-quality, seasonal clothing in good design. Since children are growing so fast it becomes extremely wasteful to buy new clothes all the time.


Did you know that a newborn grows on average 5 sizes during their first year?

There are many garments that are used only for a short period, and buying new is a major and unnecessary resource consumption. We want to change that by offering high quality clothing that can be used for a longer period of time.


We, the consumers, can make a difference. Demand high quality clothes that are made to last. And we as a company build an online platform that makes the reuse of baby clothes sustainable.



According to the Danish Fashion Institute (2013), fashion is the world's 2nd most polluting industry, second to oil. 25% of chemicals produced worldwide are used for textiles and the industry is often noted as number two polluter of clean water - after agriculture.

The WWF stated that "it can take 2,700 liters of water to produce the cotton needed to make a single t-shirt". This is a big strain on the nature in countries and areas with water shortage.


Cotton also accounts for 11% of all pesticides used every year, even though the area of production only covers 2,4% of the world's arable land.


The most dominant life cysle stage is fabric production (comprising weaving/ knitting etc. and treatment of fabric), representing 33% of total life cycle greenhouse gas emissions.


Unfortunately: every Swede buys every year 15 kilograms of clothes, of which 8 kilograms are thrown away. 95% of those can be recycled.


So, why wasting finite ressources or expensively produced raw materials such as cotton? This is not necessary, as high-quality baby clothes can be re-used several times.