Find out how the savvy shop for sustainable fashion for their kids.

The tide is turning on fast fashion, with mainstream brands making strides to create more sustainable, considered designs – whether it’s reducing plastic use, opting for natural, organic fabrics or working ethically with their makers. Childrenswear is forging ahead within the industry, creating earth-friendly clothing for the next generation, here are some of the brands that are at the forefront…

Toosta Macginty

Modern gender-neutral childrenswear brand, Toosta Macginty has a strong signature palette of bold primary colours and fun graphic prints. Their manufacturers are all SEDEX (Suppliers Ethical Data Exchange) registered to ensure the highest level of ethical production and they contribute profits from collaborative designs to charities including Refuge and Surfers against Sewage. From the 100% GOTS certified cotton to the recycled paper mailing bags – Toosta Macginty is a drive to produce big impact clothing with a small impact on the planet.

Lala & Bea

Independent ethical family store, Lala & Bea puts a modern twist on heritage British design – from their handwoven pure new wool pram blankets, to their award-winning ‘design your own’ organic cotton pyjamas. Kids are delivered a ‘blank canvas’ set of organic cotton pjs, stencils and a set of fabric pens to create their own designs. There are t-shirts, babygros and sweatshirts in the range, too. Also worth exploring is their family organic skincare range – containing multi-purpose balms and oils, suitable for all the family.


In their 15th year, Cornish brand, Frugi are the benchmark when it comes to kids’ organic clothing – loved by parents for the quality of their clothes that stand up to toddler life, as well as their award-winning designs. Each season is brought to life with themed collections – adorning dresses, tees and leggings with everything from mermaids to tractors. They have all-seasons covered, with practical yet pretty wet-weather gear, as well as smart sunsuits to protect come summer. Visit ‘Planet Frugi’ for a world of resources on how to care for your garments and prolong their lifespan, there’s details of their charity work and the ‘Frugi Code of Conduct’ to give customers a transparent overview of how they work ethically with their makers in India.

Mini Rodini

Swedish childrenswear brand Mini Rodini was launched in 2007 by illustrator, Cassandra Rhodin. Her graphic, modern street style is definitely for the cool kids in town. The site hosts a wealth of eco credentials – including a ‘sustainability school’ to educate consumers on the minefield that is fashion manufacture – from the latest developments in fabric technology, to the impact of animal agriculture on the environment. They have also committed to a Living Wage Project, to implement a system of paying their workers a living wage, instead of the standard minimum wage.

Mama Owl

The cosy, nostalgic feel of Mama Owl’s site is part down to the beautiful, whimsical photography and part due to the edit of heirloom brands they curate. Stocking the best organic and sustainable Scandi and British childrenswear brands, there is a focus on natural fibres including linen and merino wool, in a palette of muted shades. Inspired by clothes designed for ‘playing and exploring’ they have a timeless quality to them, whilst being practical and beautifully made.


Smallable – the Net a Porter of childrenswear - has a dedicated ‘Greenable’ edit of kids’ designer brands that all meet their criteria of organic, recycled, vegan or naturally dyed. Consumers can get their luxe fashion fix for their smalls, with a clear conscious. And it’s not just clothing – there’s nursery furniture, toys and toiletries, too.

Babyccino Kids

Babyccino Kids is part beautiful parenting magazine, part children’s boutique directory. The fun, colourful illustrations make the site a joy to navigate and the in-depth family city guides are a wealth of information for wanderlust parents looking to travel with little ones. They have a carefully selected edit of international brands, with a strong focus on organic and sustainable design. A great resource for parents looking for the best global kids’ boutiques, all with one click.

Little Green Radicals

With the tagline ‘organic fashion for free-range kids’ the focus at Little Green Radicals is on imagination and fun. Launched in London in 2005, LGR were one of the first brands in the UK to get Fairtrade certified for cotton. Their fun, playful prints will appeal to smalls and parents alike – all ethically made in India by their dedicated team.

Muddy Puddles

The perfect kit for intrepid British adventurers – Muddy Puddles, as the name suggests, specialise in ensuring rain doesn’t stop play, with a vast range of waterproof clothing and wellies. There are thermals and snow boots for really wintery weather, too. Their outerwear is made from recycled plastic and their designs are created to be tough, durable and be past on, reducing landfill waste further.

Tilly and Jasper

Tilly and Jasper is the home of all things organic for tots – their range of organic goodies includes baby and kids clothing, swaddle blankets and cloth nappies – in the finest organic cotton, bamboo and other sustainable, natural fibres. There are also organic baby toiletries, suitable for the more sensitive of skins, as well as a great mama-to-be section of green beauty essentials. With a dozen or so eco brands to choose from, including Toby Tiger, Frugi and Pigeon Organics, , it’s a great little edit for any green family.

If you like this, you might like these:

Five Best Podcasts for Kids
Ten Sites To Make Your School Holidays Easier
Ten Best Ethical Brands To Watch in 2019

August 2019

By Lydia Mansi