Our Story

The idea for the site first came about when I was getting my eldest ready to start school.

There was a lot of new kit she needed: along with the uniform, sports kit, swimming stuff, school shoes, indoor and outdoor trainers, she needed a puddlesuit, another pair of wellies, warm and cold weather gear - all of which would be purely for school use.

That’s a lot of stuff just for one small person! I was conscious that a lot of this apparel would not be cared for particularly well and, besides, she had many of these things already. Buying more made me feel sad - just more plastic that would eventually end up in landfill.

I looked on second-hand sites but there wasn’t anything in her size - and I didn't have the time to wait for them to become available... she was starting school in just a few weeks.

What if I could soften the impact by purchasing garments made from recycled materials rather than those manufactured from virgin plastics?

The result: it took me a whole afternoon to buy just two items, researching various brands, checking product specifications, and trying to ascertain the sustainability credentials of each particular garment.

There had to be a better way.

Why wasn’t there a site that had done all this already? That had checked out which brands were doing their bit for the environment, and could give parents the info about each one’s ethos in an easily-digestible format?

Wouldn’t it be great if you could have all of these ethical brands under one roof so you could shop a wide range of them, safe in the knowledge all of their claims check out and without having to do the legwork yourself??

And this website is designed to do just that.

My vision is that you can kit out your kids from top to toe in more sustainably-produced clothing across a wide selection of awesome brands.

I hope you enjoy using the site and shopping according to the values that are most important to you - whether that be ethical labour and paying garment workers a living wage; or investing in super-soft organic cotton which is less harmful to the environment; or buying apparel made from recycled plastic recovered from the ocean.

I’m always interested in hearing about new brands we can work with, or new ways to improve our site and processes - so if you have any suggestions feel free to get in touch here.