Dec 13, 2017 | By Harriet Kilikita
Experience Lifestyle & Interiors on WGSN.
Aug 03, 2017
Clean eating, wellness and respect for the planet are high in today’s consumers’ agenda. So it’s no surprise this resonates with parents looking for environmentally conscious and more socially responsible products for their kids’ rooms.
With parents becoming increasingly environmentally aware when it comes to their kids’ products and surroundings, more and more brands are working towards incorporating better and greener processes into their production chains, in order to meet their needs.
Products often result more costly than average ones, nonetheless eco-savvy parents are happy to invest in slightly more expensive products, as they feel these are going to pay back with a longer product life-span, while contributing to a safer environment for their little ones ( and a happier planet). This also taps into a bigger conversation around taking a stand on overconsumption and consumers embracing the idea of buying into buying less.
As a result of this, more and more eco-friendly brands are embracing an honest and pared-back approach to design, promoting simple products and untreated surfaces that bring materials into the spotlight in their most authentic form – with no need for a major renovation as kids grow. This direction started off with bedding and textiles, expanding into furniture and more recently also paints and carpeting have joined the green movement, offering more sustainable alternatives that look at leaving VOCs and toxins out of the kids’ room.
Here are three of our favourite brands that tick all the green boxes:
A newbie to the green movement, Milton & Goose is a US-based toy brand that just launched earlier this month. Their first (and only for the moment ) product is a high-end play kitchen that is modern, sleek and 100% safe. The brand commits to produce heirloom-quality, non-toxic products with a long-lasting appeal, sourcing materials that meet all eco-friendly credentials while still delivering a high-standard, picture-perfect designs. We’re excited to see what the next toys will look like!
Not as new, Cam Cam was founded in 2012 in Copenhagen by two architects. With a good awareness by trade of the impact of materials and processes on the surroundings, the duo’s designs promote sustainable and organic materials, worked across Scandi-infused collections that mix modernity with functional beauty. Muted tones and gentle surface work mark the soft products, from bedding and furniture to apparel, bringing a soothing and calming edge to the kids’ market.
At Armadillo&Co, high value is placed on work conditions and socially responsible manufacturing as they believe giving back is the best way they can support the artisans whose hands are behind their beautiful rug designs. Collaboration is at the core of their ethos, working alongside unprivileged communities and local schools in India to preserve and celebrate age-old techniques. 100% homemade with fair trade cotton, Armadillo&Co’s carpets are for adults and kids alike. Our absolute favourite is the Junior collection that combined visual and tactile softness bringing together candy pastels tones with the on-trend oversized, chunky knits.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.