Why children's clothing should last a long time – and why material choice is crucial
When we talk about sustainability in the fashion industry, many think of recycling and organic materials. But one of the most crucial factors for a truly sustainable wardrobe is actually the lifespan of the garment. Children's clothing is no exception – quite the opposite. Since children grow quickly, it's easy to think that the clothes will soon need to be replaced. But for that reason, it's especially important that they last a long time, can be passed down, and reused by siblings, cousins, or friends.
Long lifespan = less environmental impact
According to Ellen MacArthur Foundation a garment's climate impact is significantly extended if it is used twice as long. When we choose clothes that last in both material and design, we reduce the need to produce new garments – and thus also emissions, water usage, and resource consumption. For children's clothing, this means that each garment can make a difference in several children's lives.
That is why material choice is so important
The material in a garment not only determines how comfortable and safe it feels against the child's skin, but also how long it retains its shape, color, and function. Natural materials like organic cotton or wool have the advantage of being gentle on the skin and durable with proper care. Synthetic materials can sometimes provide strength and elasticity, but need to be chosen carefully to avoid microplastics and shorter lifespan.
Wilma&Morris's view on sustainability
With us at Wilma&Morris is this an obvious part of our work. Our designer Anita Stray, educated at Nordic Textile Academy with a focus on Sustainable design processes in fashion and textiles, always working from the idea that the garments should be both beautiful, functional, and long-lasting. Every material is carefully chosen with consideration for both the child's comfort and the environment's best. The result is children's clothing that can keep up with play, wash after wash – and still feel just as nice when passed on.
Sustainability that feels cozy in everyday life
For us, sustainability is not just about facts and research, but also about feeling. There is something warm and nice in a little sibling inheriting a hat or jacket that has already been worn with love. Knowing that the clothes are not only beautiful in the moment, but also create memories over time – that is the kind of sustainability we want to convey.
