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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.


June 22nd 2020 | GRAY LABEL Gray Label launches clothing subscription service in June 2020

The children’s clothing brand Gray Label extends its sustainable practices by offering a wide selection from the Miniature collection through a subscription service. This way, the clothes for babies and toddles from 0 to 2 years are shared several times, ensuring a low environmental impact.

“It’s hard to keep up with the growth of the little ones. Before you know it they have outgrown their tiny garments. Our clothing is made with their next use in mind, so they fit perfectly in a circular system. We strongly believe in this new way of dressing and hope to convince lots of parents to change their mindset as such,“ says Gray Label founder Emily Gray.

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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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