Whenever you buy one of our garments for your baby, you can feel confident that all the cotton is organic, recycled or sourced through the Better Cotton Initiative. 

Here’s all about the cotton we use, along with ways we’re working to improve babywear and make it last as long as possible.

Organic cotton is grown without the use of artificial pesticides or fertilisers and contains no genetically modified organisms (GMOs). It’s good to know that almost all the cotton in our newborn garments is organic.

Recycled cotton is made from textile waste in production or from old textiles that have been donated or discarded. The waste is mechanically recycled and spun into new yarn.

We’re committed to improving cotton farming practices globally with Better Cotton. This non-profit organisation trains cotton farmers to use water efficiently, care for natural habitats, reduce the use of harmful chemicals and respect workers’ rights.

When we source cotton through this initiative, it’s through a system of mass balance, meaning cotton from Better Cotton farmers may mix with conventional cotton during manufacturing. So, while we can’t physically trace the cotton from this program to a finished baby garment, we know we’re supporting a global initiative that enables their training to reach more farmers and have a more profound impact.

Visit the BCI website for more on the Better Cotton Initiative. Another global non-profit, the Textile Exchange, has lots of good info on organic and recycled cotton.

Here are more good-to-knows about how we work with babywear, plus tips on what you can do to get the most from your baby’s wardrobe:

• Share the materials and suppliers of each product on our website, so you know where your babywear comes from.

• Adopt some of the strictest chemical restrictions in the industry — you won’t find harmful chemicals in our clothes.

• Design clothes with room-to-grow features, so your baby can wear them for longer.

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