Creating a better future for our kids, one great basic at a time.
Super soft, simple basics,
that make kids look and feel amazing.
Timeless, quality, gender-neutral
styles that can be worn longer and passed along from child to child.
Made ethically, locally
and sustainably – kind to people
and kind to the planet
Our fabrics are knit locally in Toronto using premium GOTS organic cotton and bamboo. Our cotton is grown in India and Korea from non-genetically modified plants, and without the use of synthetic agricultural chemicals such as fertilizers or pesticides.
Our fabrics are all dyed ethically and locally in Toronto using non-toxic, low impact dyes from natural sources.
Our clothing is all made 20 minutes from our downtown Toronto headquarters by people we know are paid a fair living wage. We visit our factories regularly and consider them a direct extension of our own team.
Unlike most apparel companies, we do not receive or ship any of our product in plastic or polybags.
Everything from our hangtags to our postcards to our shopping bags are made with recycled matter and can also be recycled. We only create purposeful marketing materials that add to our brand experience.
We believe in leveraging our brand and community as a force for positive change. Through purposeful partnerships and collaborations, we have been able to support numerous organizations who are doing amazing work such as The Trevor Project, LGBT YouthLine, The Teresa Group, The New Moms Project, and Baby2Baby to name a few.
We run a year-round donation and upcycle program in all of our stores. Bring in your gently used kids clothing and footwear and we’ll donate it on your behalf. And as a thanks, you’ll receive a discount on your in-store purchase that day.
Our goal has always been to create simple, soft, easy elevated, timeless basics – things we would wear just in mini form. We offer over 30 gender neutral styles year-round, that are made for everyday wear + play.