We're on a mission to create the best kids clothes on the planet, driven by three fundamental impact-driving principles.

How it's made matters.
How it gets to you matters.
Where it goes next matters.

a hard no to excess + harm.

how it's made matters.

We are committed to building a purposeful operating infrastructure that minimizes net new, long-term waste, avoids overproduction, and creates no human harm.

sustainable textiles

We focus our manufacturing around materials that either biodegrade over time, are made from recycled or upcycled materials, and/or can be recycled into new products. We exclusively produce our garments and accessories with non-toxic, low impact dyes that come from natural sources.

Our collection is primarily manufactured from:

GOTS certified organic cotton (basics)

The Global Organic Textile Standard (GOTS) certifies cotton fibres that meet rigorous standards. These fibres are certified as being grown without harmful toxins to maintain soil health and biologically diverse agriculture. We transform this super-textile into our organic cotton jerseys, rib, slub, french terry, and fleece.

Organic merino wool (knits)

Finer and softer than standard wool, renewable organic merino is a natural fibre that comes from Merino sheep. Merino is famous for its natural body temperature regulation and sweat-wicking properties, which keep little ones warm in the cold and cool when it's hot.

Recycled plastic bottles (upcycled sherpa fleece)

We use sherpa fleece made from recycled plastic bottles as a lining inside some of our winter knits to provide extra protection from the cold. This is a lower impact alternative that we recommend recycling at end-of-life.

Shipping, packaging, and marketing

The materials used in our packaging and distribution systems are recycled, compostable and/or recyclable.

ethical manufacturing

We work exclusively with factories that treat their employees with dignity and pays a legal, ethical wage. Our team regularly visits every factory we work with, and we ensure all certifications are in place to ensure employee well being, health, and safety. We will never be in a position of causing harm to any person through the design, production, or distribution of our product.

inventory planning

We use our inventory planning as a source of sustainability, carefully managing what we make to avoid production without purpose. Limited edition drops of our seasonal styles and colours ensure we don't overproduce.

our planet-first promise.

how it gets to you matters.

We create our long-lasting, hand-me-down-able garments with a planet-first promise. From the carbon offset shipping to the carbon neutralizing of the full operations to our climate positive ambition, we're all in.

carbon offset shipments

Every ecommerce delivery has a carbon footprint. That's why we support cutting-edge companies that remove carbon from the air. Through our Climate Neutral Certified partnership, we have removed tonnes of carbon from the atmosphere and provide carbon-neutral shipping for all of our orders.

Here's how it works: For every order we receive, a formula is used to calculate the estimated shipping emissions. Based on those estimates, a portion of our revenue goes to carbon removal companies that have been vetted by scientists through Climate Neutral Certified. Those companies use that money to remove the carbon that our shipments created. Any extra funds go toward the further development of carbon removal technologies.

We deeply believe that neutralizing the carbon impact of shipping is a bare minimum fundamental cost of doing business online - and shouldn't be optional. (We strongly encourage you to demand every brand you buy from to do the same - we vote every day with our dollars.)

climate neutral certification

As a brand, we think about our climate footprint from a life cycle standpoint – from the extraction and processing of raw materials, to the shipping of our finished goods, to the use and end-of-life of the products we create. We are Climate Neutral Certified, which means we work with Climate Neutral to measure, offset, and reduce our carbon emissions throughout our business operations on an annual basis.

our climate positive ambition

We will be climate positive by 2030. We are developing our environmental, social, and governance processes to align with the highest global standards for safeguarding the planet and the people who live on it.

the circle of life.

where it goes next matters.

We make garments that can biodegrade or be recycled, and provide a platform for you to resell your outgrowns while they're still usable - reducing carbon impact again by up to 82%.

reshop preloveds

Because our long-lasting garments are designed to be handed down from child to child, we decided to give you an easier way to shop preloved mm.

The carbon impact of reshops are addressed in our original carbon offset being premium standard (4X the price of a basic carbon offset) and the fact that buying preloved apparel reduces the item's carbon impact by up to 82% (ThredUp Resale Report).

resell outgrowns

When your little one outgrows their favourite mini mioche piece, take it straight to the mmmarketplace and re-list your goods for sale. You get cash directly in your pocket (plus a little extra to shop with us again).

recycling at end-of-life

Did you know that 100% GOTS cotton is biodegradable? This means that our ethical basics are not only adorable, but naturally compostable. To compost your end-of-life garments, simply remove any zips or buttons, cut up the remaining fabric into small bits, and pop it in your compost bin.

100% organic merino wool, similarly, is naturally biodegradable and ready to compost. Remove any non-merino trims, cut the remaining fabric into small pieces, and compost. (It's also great for retaining water while also releasing nutrients to feed plants, so you can alternatively use it in your garden!)

Fabrics made from recycled plastic bottles are used sparingly in our brand, as they are significantly lower impact than virgin polyester but can be challenging to recycle. We recommend bringing your end-of-life recycled polyesters to local repair and recycle programs.

tread lightly, little ones.

tonnes of CO₂ down, tonnes to go

We intend to tread lightly on this planet we call home. We are proud, active members of 1% for the Planet and are partnering with Climate Neutral to measure, offset, and reduce our carbon emissions at our home base in Toronto, Canada, and throughout our business operations on an annual basis. We are Carbon Neutral Certified.

Climate Neutral Certification is the global standard for companies achieving net zero carbon emissions, and we’re proud to join this family of leaders focused on doing the work needed to preserve our kids' future.

ethical. sustainable. resellable.

just the best kids clothes on the planet.

Since 2008, we've made the softest, the snuggest, the coziest, the coolest baby, toddler, and kids clothes on the planet, created ethically at factories that pay employees a living wage, with sustainable materials that don't leave our planet worse off than we found it. We believe in passing it on, and our stuff is built to be beautifully outgrown, resold, and reworn by kid after kid after kid. We make our best basics for their best future, and we're so happy you and your little minimalist are part of the famm.

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