We are going into the second phase of a national lockdown, and the children, both blissfully unaware of the logistical issues, seem to be outgrowing their clothes by the minute. In the past, a big part of their wardrobe was built through travels, but given the current scenario it seemed essential to look local—from a philosophical as well as a practical perspective.
Through research we found that these brands also found their origins in the needs of young parents. These enterprising women, most of them mothers, found a gap in the market for quality, conscious children’s wear and made it their mission to ensure that the country’s younger set is well turned out. You’re welcome.
Masilo, Mumbai: Eisha Maskara Sheth, a Central Saint Martins graduate and graphic designer by profession, founded Masilo in 2015. After spending the first few years establishing the brand, she roped in her brother, Ankit, a University of Warwick graduate with experience working in the family business of textiles, to help scale up. “The fabric that touches your baby’s skin matters, and Masilo’s product range now spans blankets to baby nests, towels and clothing,” says Maskara Sheth, who plans to launch organic knitwear and skincare.
USP: “Most of our products are made with certified organic cotton and eco-friendly bamboo muslin. Our colours and prints complement each other, so it’s easy to mix and match to create a harmonious nursery look.”
Malabar baby, Hong Kong: The label was started by a Hong Kong-based mom, Anjali Harjani, and named after her family home in Malabar Hill. “I moved to Hong Kong from New York and couldn’t understand why there were no affordable, sustainable and stylish children’s brands—as an expectant mom, I was shipping everything in from the States and Europe. Our designs blend traditional Indian techniques with new technology—we have an extensive range of bedding for children and adults, handmade block-printed loungewear, sleepsacks and towels. We started out as a kids’ linens brand but it quickly evolved into a lifestyle brand for the whole family.”
The USP: “Every collection is slowly made and has a personal story woven through. I feel passionate and proud to have an opportunity to share India’s rich culture and handmade heritage with the world.”
BORN by Elodie Le Derf, Mumbai: “Being pregnant made me look at baby clothes with a fresh eye. Back in 2015, there were hardly any options in organic cotton clothing, and definitely none for boys. I started making tiny clothes with my local tailor using fabrics that I purchased over my years living in India. I wanted to create a brand that fuses French style and my respect and love for Indian craftsmanship,” says founder Elodie Le Derf, who also founded the label Les Fées De Bengale in 2005, the first trendy sustainable and ethical brand in Paris. (It was bought over by a fashion house, which subsequently opened four stores in Paris and one in Aix en Provence.)
USP: “Muted and gender-neutral colours, unique prints created in-house, a love for hand embroidery and delicate details, the GOTS-certified organic cotton range and finally a distinctive Parisian style with an Indian touch. Our first twinset line for mom and kids is stylish enough to cater to all women, not just mothers.”
Love the world today, Mumbai: Sisters Dipna and Dipti, the former an educator and dance artist, the latter a consumer insights expert, wanted to create a label that brought together mindfulness and aesthetics. “The clothes are made with absolute love, mindfulness, quality, great design and sustainable practices,” says Dipti.
USP: “We are also committed to giving back—proceeds from our sales contribute to various social initiatives that we have undertaken. Our focus is on street children, children’s education and feminine health and hygiene.”
