When you buy our baby clothes, we want you to know what they’re made from, how to make them last and what we’re doing to support a more sustainable planet for your child’s future.

We’re pushing for a net-zero fashion industry. And we need to give it our all.

All cotton within our babywear range is organic, recycled, or sourced through the Better Cotton Initiative (BCI). This means you can feel confident that you’re supporting a more responsible cotton industry whenever you buy a cotton product from us. Almost all our newborn garments are 100% organic cotton.

Organic cotton uses less energy and less water (on average) than conventional cotton. It’s also grown without synthetic pesticides and fertilisers, and doesn’t contain genetically modified organisms (GMOs). This is better for the soil and the surrounding ecosystem — and has less impact on the environment than conventional cotton. 

Want to learn more? Look up the Textile Exchange, a global non-profit organisation with more good things to say about organic cotton.

We are committed to improving cotton farming practices globally with Better Cotton, a non-profit organization that trains cotton farmers to use water efficiently, care for natural habitats, reduce the use of harmful chemicals and respect workers’ rights. This type of cotton is sourced via a system of mass balance, meaning cotton from Better Cotton farmers may be mixed with conventional cotton in the manufacturing process. Cotton from this program is, therefore, not physically traceable to end products. But, by sourcing Better Cotton, we are funding a global initiative that enables their training to reach more farmers and have a more profound impact.

• Zooming towards our goal of using 100% organic, recycled, or other more sustainably sourced materials by 2030. In 2019, our babywear range was already up to 86% and by 2021, it climbed to 94%. And for our baby bedding range, we’re already at 100%!

• Caring for cotton. All the cotton within our babywear range is organic, recycled, or sourced through the Better Cotton Initiative (BCI).

• Designing clothes that last: quality-driven garments with room-to-grow features, so your baby can wear them for longer.

• If you have plenty of clothes, ask loved ones to minimise the amount they buy as gifts. And gift-givers: ask what parents need before you buy.

• Read our Take Care guides to help make babywear last longer.

• Outgrown? Save for siblings or bring unwanted babywear to a garment collecting initiative, like ours. If you bring old clothes from any brand to any H&M store, they’ll be reworn, reused or recycled — and you'll also receive a thank-you voucher. 

• H&M member? You’ll be rewarded for actions such as bringing your own bag to stores. Keep your eyes peeled for more feel-good incentives.