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Gray Label was founded by Emily Gray in 2011 and takes a special place in the children’s world since then. They are seen worldwide as a pioneer in sustainable production and have a pronounced opinion on products for children: the more space for the child’s unconditioned character, the better. This philosophy is reflected in all their product categories, from clothing, bed linen, perfume and accessories. The brand always chooses a relaxed appearance with mature details, without losing the childlike innocence.

The Gray Label items are suitable for babies and children aged 0 to 10 year and are all made of 100% GOTS certified organic cotton.

Besides a successful webshop and over 200 foreign selling points, Gray Label has been running their own three-story flagship store in the Oude Looiersstraat 44 in Amsterdam.

Timeless essentials. Minimalistic, unisex and sustainable. 100% organic and GOTS certified.


Amsterdam, October 17th 2019 | GRAY LABEL Gray Label's festive store opening

On Thursday the 17th of October Gray Label opened it's newest store at the Huidenstraat, Nine Streets. A universe for little minimalists in the heart of Amsterdam. 

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