"The Essentials idea that never needed
changing, founder led and built to last"
In an industry that moves faster every season, Gray Label has been doing the opposite for fifteen years.
Founded in 2011 by Emily Gray, the Amsterdam-based essentials brand was built on simplicity, sustainability and the belief that children don’t need more, they need better.
Fifteen years later, that idea still guides everything we do. We would rather make less, but make it better. In the interview, Emily shares why “core” only matters if you truly treat it that way, why consistency sounds simple but is the hardest thing of all, and why the real proof lies in child number two and three.
Looking ahead, she speaks about beyond age, one wardrobe for baby, kids and adults, and about the Gray Label Foundation: supporting children and young people in building mental resilience in a world full of stimuli, opinions and constant comparison.
"We don’t design for a moment. We design for many.
Preloved keeps our essentials in motion,
and our community stories prove they were made to last.”
The Start
We are Gray Label since 2011. From the beginning, our design philosophy has always put children first. We create timeless, minimalistic and comfortable collections in which the little ones can be their true selves. No teddies or prints, just soft-tone coloured essentials that are easy to mix and match, made from the best organic cotton available.
Wholesale
First Wholesale partner joined 2013
First Store
Gray Label ran their own flagship store on the Oude Looiersstraat in Amsterdam from September 2014 until 2019.
The Miniature Collection
Introducing a new collection for the very smallest: Gray Label Miniature. Inspired by the birth of her third child, her daughter Mia Gray, Emily Gray created a line of styles for babies from zero to one year old.
Bed Linen Capsule
Launch of our Bed Linen Capsule. Purely soft to skin bedding essentials from 100% GOTS
certified organic cotton, making tiny sleepyheads of all ages as comfortable as possible.
The Bucketlist Family
The Bucket List Family visited our Gray Label store in Amsterdam. Check out the video.
We were very excited to meet the whole family. It's so cool to see Dorothy, Manilla and Cali Gee wearing Gray Label during all their travels.
Nurture Perfume
Launch of Nurture Perfume. Organic children’s brand Gray Label and natural perfume house Abel Odor have come together to create a 100% natural eau.
New Store
In 2019, we moved our store to the Huidenstraat in Amsterdam’s Nine Streets, a natural step to a more central and vibrant location.
Undies | For Night & Day
Introducing Gray Label Night- and Underwear. Easy to mix and match, accommodating the favourite night- and day routines of little minimalists. Made from soft, lightweight, organic rib-cotton and recycled elastane. GOTS certified.
Adult Collection
This year is a big one: Gray Label celebrates its 10th-year anniversary. Dedicated to this milestone, the Autumn collection introduces a seasonal range of styles not only for babies and kids, but now also for grown-ups, making their signature comfort a family affair. Following the season, these styles were added to our Essential collection, becoming part of our permanent offering.
This is KNIT
Knitwear is added to our Essential Collection. The collection includes winter accessories for babies and kids aged 0 to 12. While known forits great quality and comfortable organic cotton, the brand now presents Beanies, Scarfs and Mittens in 100% Merino Wool, produced under the terms of the Responsible Wool Standard.
Birthday Sweater
Celebrate your child's special day with our personalized Birthday Sweater. This piece features the age of your child on both the chest and back of a Grey Melange Dropped Shoulder Sweater in our seasonal colours. Making it a one-of-a-kind piece that your child will cherish for the year to come.
First GL POP Capsule - Teddy
A limited edition capsule collection adding fun to everyday adventures. This very first GL POP collection features wardrobe staples and outdoor essentials like Hooded Vests, Gilets, Sweats, Suits and accessories for kids and babies. Make sure to get your hands on this limited collection.
Gray Label x Stephanie Broek
We announce for the first time ever, an exclusive baby capsule wardrobe collection in collaboration with guest designer Stephanie Broek.
"Drawing inspiration from the intimate experiences with my baby, Olive, this exclusive baby wardrobe collection encapsulated the warmth and joy of those precious first years of parenthood. I hope these timeless pieces will end up in your baby's memory box to be cherished forever."
With love, Stephanie Broek
GL POP - Twill Capsule
This second GL POP collection includes Twill Trousers, Twill Overshirts, Twill Dresses, Twill Suits, Twill Bucket Hats and socks in the colors Blue Moon, Biscuit and Nearly Black.
Soft as ever, yet louder in expression.
Minimalism, now making a statement.
GL POP - Terry Capsule
Meet GL POP Terry, our third capsule collection — designed for little ones who move, explore, and dream. This capsule blends comfort, quality, and creativity, made from soft GOTS-certified 100% Organic Cotton Terry.
First Restore Market
In 2025, we hosted our very first Restore Market at Gray Label Restore in Amsterdam. A special moment where inspiring guests and carefully selected brands came together to sell their curated preloved baby and kids’ items.
15 Years Logo Capsule
For fifteen years, Gray Label has created calm amidst the noise, designing minimal, timeless essentials for children, made to be lived in, loved and passed on. To mark this milestone, the Amsterdam-based brand introduces the 15 Years Logo Capsule, a limited-edition collection of Gray Label’s most-loved essentials.
A celebration of identity and evolution.
Soft as ever, yet louder in expression.
Minimalism, now making a statement.
Sustainable Materials
Minimal Design
15 years of Gray Label
