Jake + Maya's Metamorphosis continues at slow-fashion pace

Model for Jake + Maya

Jake + Maya Kids is about to launch Metamorphosis, its collection of sustainably and ethically made, long-lasting childrenswear, online.

Following a successful crowdfunding campaign, the stylish, organic cotton kids' clothes will be available from October 7th with pre-orders already being accepted.

The range ticks a lot of ethical boxes – it's all made in the UK using zero-waste techniques too – but that's not the end of it: the clothes really are meant to last. Some are multi-functional, some reversible, some come with extension packs to accommodate growing kids, and they're gender-neutral in easy-fitting small, medium and large sizes.

You're actively encouraged to mend the pieces if (OK, when – these are children we're talking about) they get torn, or Jake + Maya has a team of experts who'll fix them for you if you prefer.

Jake Maya Metamorphosis 1

It's all about extending the life of clothes, as Jake + Maya's Founder and Designer Tze Ching Yeung – who named the brand after her twins – explains.

"We live in a throwaway era, where many of our children don't have the opportunity to break the cycle of waste that permeates our day-to-day activities. Our aim is to teach kids that there's another way to live.

"Even by extending a garment's lifespan by nine months, its carbon footprint is reduced by 20 to 30 per cent. Our clothing is loved, worn and re-worn and the values of 'make do and mend' are passed down to the next generation.

"Currently, children's clothing is both limited in design and sustainability. Launching Jake + Maya is my way of bringing fresh designs and ethical values to life."

The website has tips on how to #LoveYourClothesForLonger and Q&As with inspirational makers like Erin Lewis-Fitzgerald.

Like this story and want one of your own? If you need help writing press announcements, web content, social media posts or marketing material, email This email address is being protected from spambots. You need JavaScript enabled to view it. to see how we can give you a hand.