Putting children first means thinking about the planet they will inherit. We create timeless, high-quality clothing designed to last and to be loved. Every choice we make is guided by our commitment to the environment and our belief in the value of conscious consumption. We are always exploring new ways to improve, because there is no finish line when it comes to sustainability. You can always do better.
We don’t chase trends, we craft essentials that hold their value over time. Our minimalist designs are made from durable organic fabrics in signature shades that return season after season. It is a conscious choice that reduces waste, prevents overproduction, and keeps things beautifully simple, just like childhood should be.
Our cotton is grown without toxic chemicals or GMOs (genetically modified organisms). GMOs are crops that have been altered in a lab to resist pests or grow faster, but their long-term impact on ecosystems and biodiversity is still debated. By avoiding them, we help keep the soil healthy and support natural biodiversity. According to Life Cycle Assessments, organic cotton can use significantly less water and energy than conventional cotton.
GOTS requires compliance with key ILO (International Labor Organization) conventions, including the prohibition of child and forced labor, and the assurance of fair wages and safe working conditions.
From dyes to detergents, every input used in the production of our garments must meet strict environmental and safety criteria set by GOTS. Harmful chemicals are banned, and all wastewater must be treated properly before it will be released, minimising impact on local ecosystems.
We carefully design our packaging to meet both GOTS requirements and our broader sustainability goals. While plastic is sometimes necessary to protect garments during transport and storage, we never use PVC and always opt for recyclable materials. For our e-com orders, we remove protective plastic before shipping to ensure it is properly recycled and doesn’t end up in the wrong place.
We have chosen this approach over using "biodegradable" plastics, which can cause more harm than good when they enter conventional recycling or waste streams. We are constantly exploring smarter, lower-impact packaging solutions, because sustainability doesn’t stop at the product itself.
All GOTS certificates are issued by approved, independent certification bodies through on-site inspections and audits, giving you full transparency and trust.
By choosing organic, you help conserve natural resources, reduce pollution, and support a fairer fashion industry. It is not just about what your child wears today, it is about the world they will live in tomorrow. For their future. For their planet.
Our garments are made close to home in Portugal and Turkey, by long-term partners who share our vision for a fairer, more sustainable fashion industry. We have worked together for years, and over time, they have become more than just manufacturers. We trust each other, challenge each other, and grow together. Like us, they believe in doing things right: using renewable energy, such as solar power in their facilities, investing in clean technologies, and creating safe, respectful working environments for their teams. Certified by GOTS, their facilities meet the highest environmental and social standards. We visit them at least once a year, not only for quality controls, but because nothing replaces the value of sitting down face to face. That said, digital tools also help us stay connected in between, making our collaboration smoother and more efficient. We believe that real quality goes beyond the product. It starts with trust, and it lasts when values are aligned.
Our organic cotton fleece, jersey, and rib fabrics have earned their signature status because of their exceptional softness, consistency in quality and comfort. We test each fabric to ensure it maintains the perfect weight, handfeel and color season after season. The carbon finish on the outside gives each piece a smooth, soft touch, while the inside is lightly brushed for a cozy, comfortable feel against the skin. This treatment enhances the tactile experience, making it feel like a trusted favorite from the very first wear. Many customers return because of the lasting softness, and many children particularly love the coziness of our fabrics. By using the same materials and a consistent color palette each season, we minimize waste, avoid overproduction, and ensure your Gray Label pieces stay soft and beautiful over time. Built to last, our garments are designed for long- term comfort and lasting quality.
At Gray Label, we pay close attention to how our garments are made. From clean finishes to carefully matched yarn-dyed stripes, every detail is thoughtfully considered. We believe that quality lies in the small things - those you might not notice at first, but that make a difference over time. Our minimalist designs are quietly refined, made to feel good and to last. It is this care in construction that helps our pieces stay beautiful, wear after wear, and makes them easy to share or hand down.
At Gray Label, we are proud to embrace circularity through the Gray Label Restore—our second-hand shop where pre-loved Gray Label items get a second life. Parents can trade in used clothing and receive credit on their account, which can be used towards new Gray Label pieces. This initiative not only helps extend the life of each garment but also fosters a more sustainable future for the generations to come.
We believe clothing deserves a second life. That is why we encourage customers to pass on, swap, or trade in their pre-loved Gray Label items. With our timeless designs and durable fabrics, our clothes are made to last. By actively embracing circularity, we sort, refresh, and offer back these items to the community, reducing waste and supporting a more sustainable fashion system. Each garment given a new purpose helps reduce our collective environmental impact and encourages mindful consumption.
#togetherwecircle – because when we act together, we create lasting change.
