How sustainable are your favourite brands?

News, blog and backgrounds about the sustainability scores of brands

Children clothing brands need to grow up

Similar to Rank a Brand”s previous yearly update, brands that produce baby and children clothing show little maturity when it comes to their progress regarding environmentally friendly and fair clothing. This is a sad situation, since young children are not only extra sensitive to (hormone disrupting) chemicals, but also because they inherit the planet from the current generation. Leaving them the earth with a disrupted climate, destroyed nature and social unrest as a result of unfair labor practice should therefore not be considered good business. However, many of the brands we’ve researched do not appear to take this idea to heart.


How do the brands perform?
For our latest ranking, we researched 15 brands that produce baby and children clothing. Of these 15 brands, 13 receive the lowest label, the E label. Examples are Prénatal, Rock Star Baby, Derhy, and Oilily. The E label means that brands hardly show or don’t show that they take the environment and labor conditions into account in their production process. Therefore, we advise consumers not to purchase these brands until they perform more sustainably.

The remaining two brands perform somewhat better. The brand Name It comes in first place. This brand receives the C label, which means it is on its way towards becoming more sustainable, but it still has to work harder. Name It scores points for using over 20% environmentally preferred materials, having GOTS certified production for a number of products, having a decent Code of Conduct in place for workers in low wage countries and for being a member of the Danish Ethical Trading Initiative. Imps&Elfs comes in second place and receives a D label. This means that the brand already took some steps towards more sustainable practices, but still casino has serious work to do in this respect. Imps&Elfs scores points for its use of environmentally preferred materials (59% of total production) and by being a member of the MADE-BY organization. Being a member of such initiatives shows brands take improvement of labor conditions seriously.


What stands out?
None of the brands published their carbon emissions footprint, which makes it unclear how large this footprint is. Using renewable energy would be a great step in the right direction, but so far, only Name It shows plans to increase its use of renewable energy. With respect to the environment, much could be gained by using more environmentally preferred and certified materials for baby and children clothing, such as organic cotton or recycled materials. While multiple brands mention having a clothing line with such materials, only Name It and Imps&Elfs publish the precise share.

Using certified materials, from GOTS of EU-Ecolabel for example, also means that fewer or no harmful chemicals are used in the production process. Using fewer of these chemicals is desperately needed, because of not only their effect on the environment and the makers of the clothing, but also for the babies and children who wear them. Of the brands we’ve researched, only Name It demonstrates that it is working on this initiative, by having removed at least one group of harmful chemicals from its clothing.

Help baby and children clothing brands grow
The full list of researched brands can be accessed through the overview page of the baby and children clothing sector. By clicking on a brand, you can find more information about our ranking. Furthermore, you can send the brand a message through this page.

To help baby and children clothing brands grow toward more sustainable practices and to be able to research more brands, we could use your support!

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