Grow with me kids clothing – Designed for extended use!
As a child, I remember my mother dressing me up in oversized clothes without having to worry about my growth. Today when I have my own daughter, the question still remains: “Should I buy a bigger size...what if she outgrows?”
“We cannot stop kids from growing but what if we can make the clothes grow?”
From birth, kids grow inch by inch. 200+ clothes gets disposed in the first 2 years! They change nearly 15 sizes over a period of 12 years. For parents, it is excessive number of waste and clutter.
We, Nandini and Dhiju, being a mother have lived this fact and had to dispose dozens of clothes that would no longer fit them. This linear take-make-waste model leads to environmental pollution too.!
“Kids clothing is extremely wasteful and polluting.“
In 2018, after finishing the designing course from NIFT Bangalore, we saw the need for re-imaging the conventional sizing model used in kids and have fewer. We established Purecloth.co with a mission to not just incorporate sustainability but also reduce waste in kids clothing.
As we started working on a capsule collection of adjustable clothing for kids, our first “Grow-with-me” design was a baby girl romper, with adjustable straps and adjustable chest, designed to fit 3 sizes in 1.
Every day in our design studio, we learn and upgrade our design principles. The shoulder closures and hem finishes are thoughtfully constructed to adjust the length as required. The relaxed cuts allow free movement with ease to wear...
With subsequent seasons and collections, our “Grow with me” collection included new designs, patterns and smarter closures. Each outfit was designed to fit 3X times longer, which means the kid can wear for another 3 size changes without outgrowing them.
What’s more, we also engage with local artisans to upcycle the fabric scraps of our own production, to produce zero-waste accessories and other add-ons, so they’re not wasted.
In 2021, we were awarded as one of the top 20 woman-led founders incubated at IIM NSRCEL Bangalore for our innovative idea of Grow-with-me concept.
For parents, we save time and money. For planet, we save resources.
Today we have a conscious parent community of 2000+ who value the purchase in terms reduced consumption saving money and time. From baby girl dresses to baby gifts, the clothes still have a shelf-life even as the kids have changed sizes.
At Purecloth.co, we firmly believe that our commitment to adjustable clothing is crucial for enhancing fashion sustainability, minimizing waste, and nurturing a circular and ethical fashion system.
Checkout our collections at PureCloth.Co!
It’s been 2.5years now! My daughter still uses it even as she has changed sizes!