Gray Label
Gray Label is an Amsterdam kidswear brand founded in 2011 by Emily Gray. It makes timeless, minimalist clothing, footwear and accessories for children aged 0 to 12 from GOTS-certified organic cotton.
| Brand | Gray Label |
|---|---|
| Country | Netherlands |
| Founded | 2011 |
| Founder | Emily Gray |
| Certification | GOTS organic cotton |
| Website | gray-label.com |
What is Gray Label?
Gray Label is a Dutch children's fashion brand founded in 2011 by Emily Gray, who is also its creative director. It designs clothing, footwear, underwear and accessories for babies, toddlers and kids aged 0 to 12, and is associated with Amsterdam, where it runs its own brand store.
Products and positioning
The design focuses on the child. Collections are timeless, minimalist and comfortable, in soft-toned colours that are easy to mix and match. The brand avoids teddies and prints, and it aims for durable items that can be passed on among siblings, friends or other children of the right size. Everything is made from high-grade organic cotton, and each item carries the GOTS (Global Organic Textile Standard) label.
Sustainability
Gray Label states a commitment to reducing its environmental impact and to sustainable, socially responsible processes. It says it works only with partners who share those ethical goals.
Distribution
The brand sells through its webshop, through more than 150 selling points abroad and through its own Amsterdam store. It has also been featured at the Playtime kidswear trade show, where corporate social responsibility has become a significant driver of desirability in the segment.
Why it matters
Gray Label combines organic certification, neutral design and a reuse-friendly product philosophy in premium kidswear.
Frequently asked questions
Who founded Gray Label?
Gray Label was founded in 2011 by Emily Gray, who is also its creative director.
What does Gray Label sell?
Gray Label sells clothing, footwear, underwear and accessories for children aged 0 to 12, made from organic cotton.