gray label ss20 colors and an interview with emily gray

an interview with the founder of gray label, emily gray  

gray label is a long time kodomo fav! muted colors and most comfortable materials make up each line every new season. gray label always provides us with must have staples. their minimalistic pieces for ages zero to ten make it easy to dress the littles adorably & so chic. 

reigning from amsterdam, gray label prides themselves on individuality & identity, as they believe, "children have a primary right to be regarded and respected as the person they are. children’s fashion shouldn’t define a child’s identity, but leave room for who he or she really is."

their products are made from 100% organic cotton and GOTS certified.  "from harvesting the raw material through environmentally and socially responsible manufacturing, GOTS provides a credible and ensured organic status." 

the moss color returns again for ss20 & time after time, we are obsessed with this season's options. especially the new "faded rose" color, which is perfect for spring & will surely transition beautifully through autumn. 




q: what was the main inspiration for creating gray label? 

a: when i had my first child, i ‘naturally’ opened my eyes for kids clothes and products for the first time. i noticed what i liked for him, and honestly, it is similar to what i like for myself. 

i get touched by beautiful, timeless pieces, that are authentic, with an expression of sobriety and calmness. but for kids, none of this was available in the netherlands. this made me think…why not create what isn’t here yet? and then of course, creating as eco-friendly as possible was key. 






q: we love the faded rose color from the ss20 collection that we have here at kodomo! can you tell us a bit about the creative process? 

a: haha, hard to tell where it exactly begins… we work with a year-round essential collection and a continuing colour palette, but every season we create a few new designs and add a new colour. this colour should be refreshing but also in line with the soft tones we’ve always been using. i never look at trends, i have 3 kids now and they inspire me the most, and i get ideas from traveling, art and magazines. i can see a colour that touches me and think: oh this may be something for the future. 


q: what does being an ethical clothing brand mean to you? 

a: being ethical in my opinion is about taking responsibility and to care about the future of the planet. it’s not difficult to be aware of the effects that we, as a fashion industry have on the environment, or how people that work throughout the production chain are treated. so much more information is accessible now. what may be a challenge is to keep on acting on it and dare to take risks, but thankfully much more options to become truly sustainable are available. we are a GOTS certified company and our efforts are focussed on making organic durable, timeless quality. we stay away from trends and never go on sale. i am happy to see that more and more people stand up towards fast-fashion and start to appreciate and demand for ‘ethical’ products. 







q: what separates gray label from other children's brands?


a: no teddies, prints or "screamy colours!"

i believe that in a simple, but perfect fitting t-shirt or hoodie, a child can be the most comfortable, and that’s when its purity emerges best. 

shop kodomo's gray label collection here & check out all of the fabulous colors, for a timeless look for your littles. 

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