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.
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.