Our story

We are Gray Label since 2011. From the beginning, our design philosophy has always put children first. We create timeless, minimalistic and comfortable collections in which the little ones can be their true selves. No teddies or prints, just soft-tone coloured essentials that are easy to mix and match, made from the best organic cotton available. 

We strive to minimize our impact on the environment. Our starting point is to produce high quality items that last for multiple lifecycles. We promote circulating them amongst siblings, friends or other children who fit the size.

We combine durable design with a non-stop focus on sustainable and socially responsible processes. Each Gray Label item carries the GOTS certification label and in our collaborations we only work with partners who share the same ethical goals. We're happy to see that more options to take care of the planet are becoming accessible. Every day our team works hard to find new opportunities and improve what we already do.

Our product categories range from clothing, footwear, undies and accessories for babies, toddlers and kids aged 0 to 10 years. Besides a successful webshop and over 150 foreign selling points, we’re running our own brand store in the heart of Amsterdam.

“We’re in it for the little ones. Their purity, their comfort, their planet.”

Founder and Creative Director, Emily Gray