As We Grow marque Islandais - slow fashion - vetements durable pour enfants et bebe

As We Grow - a pioneer in Slow fashion

What is slow fashion?

Slow fashion is a natural lifestyle choice, bringing consciousness and mindfulness to fashion. Creating more timeless than trendy garments that can last years or even a lifetime and considers the processes and resources required to make clothing, particularly focusing on sustainability. It involves purchasing better-quality garments, which will last for longer and values fair treatment of people, animals and the planet.

As We Grow is an Icelandic fashion design company, which executes ‘slow fashion’. No mass productions is used and only eco-friendly raw materials are chosen in the production of each garment. The pieces are simple yet luxurious and designed to grow with the child.
I would like to share a small part of their story

As We Grow is developed around a true story about a knitted sweater’s journey from one child to another over several years. The sweater became a part of the friendship and history of the families involved, and in a way it linked a chain of people together.

How I came to love their garments.

As We Grow tells their story by starting with a sweater. I would like to tell my story by starting with a dress.

For me it all began with a simple pocket linen dress for my daughter that I fell in love with. I bought it a size bigger as I wanted it to last as long as possible. Back then I didn’t know that this dress would stay with us for the next 3 years. She wore it the first 2 years as a dress and the last year as a tunic. After that we handed it down to a friend. Who's daugther wore the dress for another 2 years, and she replaced one button. Now it is ready to be handed down to the next little girl, without having any tears or wholes. The quality of the linen convinced me and the dress looks impeccable after all these years of exploring, climbing and many adventures.

Well this was my first experience with As We Grow. When I started my own little boutique in the french Alps, I was keen to stock their garments. I love their simple, timeless designs which can easily be dressed up or down adding a collar or accessory. My kids like to wear their garments as the roomy cuts offer plenty of space for movement and the high quality fabrics especially the linen is very strong, therefore the kids can play actively without worrying about their clothes.  

Meeting Greta, CEO and co-founder, for the first time was a wonderful experience we exchanged values, ideas and views. Greta is an inspiring woman that continuous to grow and challenge herself in many ways, especially if it ’s about humans, ethical ways, exchanging products to even further slow down the lifecycle of a product and reduce the impact on environment and this planet. Putting a halt too fast fashion and overconsumption.

After that my decision was made, ever since I eagerly await their collections for each season.

They won a junior magazine awards for best eco brand in 2019, they were described with the following words.

"One of our favorite kid´s clothing labels - the natural fibers and quality finish really set them apart and the fact that they are crafted with such high ethical standards makes them a beacon for other brands to look to." 

"As we grow is one of the first brands that really talked about how important timelessness is and that clothing should be recycled/upcycled/passed on from generation to generation. 
We love!"
To see our selection of As We Grow click here , if you would like to discover As We Grow further
Sylvie Stulz

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