The Gentle Beginning

Wrapped in softness by day one. Our miniature Essentials are made for real life: gentle on skin, easy in movement, calm in design.

GOTS Certified

Pure, organic and responsibly made.
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Softest Cotton

Gentle on skin, kind to the planet.

Loved by 46k+ Families

Worn, shared, and passed on with care.
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Minimal Design

Unisex, seasonless, easy to combine.

Winter Edit

New Fit
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L/S Tee | Gray Melange L/S Tee | Gray Melange

L/S Tee

$51

+1
New Arrival
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Engel Natur Baby Hooded Overall | Natural Engel Natur Baby Hooded Overall | Natural

Engel Natur Baby Hooded Overall

$0

New Arrival
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Engel Natur Baby Sleep Overall | Light Grey Melange

Engel Natur Baby Sleep Overall

$48.50

Selling fast
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Hooded Cardigan with Zip | Woody

Hooded Cardigan with Zip

$109

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Track Pants | Blue Gray Track Pants | Blue Gray

Track Pants

$76

“Minimalism is our signature. Sustainability is our standard”

Everyday Heroes

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Track Pants | Blue Gray Track Pants | Blue Gray

Track Pants

$76

New Fit
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Leggings | Faded Pink - Cream Leggings | Faded Pink - Cream

Leggings

$53

New Fit
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Hoodie | Gray Melange Hoodie | Gray Melange

Hoodie

$85

New Fit
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L/S Tee | Blue Gray - Cream L/S Tee | Blue Gray - Cream

L/S Tee

$51

+1
New Fit
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Oversized Tee | Blue Gray - Cream

Oversized Tee

$50

Selling fast
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Hooded Cardigan with Zip | Pirate Black

Hooded Cardigan with Zip

$109

New Fit
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Dropped Shoulder Sweater | Faded Pink Dropped Shoulder Sweater | Faded Pink

Dropped Shoulder Sweater

$75

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Shorts | Gray Melange Shorts | Gray Melange

Shorts

$50

Gray Label Store

Huidenstraat 17, Amsterdam
+31(0)20 786 99 16

Discover our store in the shopping heart of Amsterdam. In here we approach parents and children personally, warm and with a sense of humour.

You will find our complete Gray Label collection and carefully selected organic products that are fairly and thoughtfully made. A varied and diverse range of brands and products. Always timeless. Always with a focus on sustainability and minimalist design.