Gray Label launches clothing subscription service in June 2020

Go back

Circular concept

Since 2011, Gray Label has been a pioneer in the field of sustainability. For years already, each Gray Label item carries the GOTS certification label assuring that everything is made following the highest standards of organic and socially responsible production. With a non-stop focus on high quality and timeless design, the brand creates made-to-last collections that can be used by many children.


Gray Label’s wish for a circular concept as an extension of its business model was confirmed by a recently executed research in collaboration with Utrecht University, showing that Dutch young adults feel the responsibility to change their consumer behaviour. They are receptive for alternative ways of consuming, contributing to a better future for their children. Accessibility and user-friendliness seem to be preconditions. Gray Label is proud to meet these conditions and to initiate the option to make a difference. After a six-month pilot phase, Gray Label RNTD will be launched in the Netherlands, Germany and Belgium coming June.


Pick, wear, swap, repeat.

Gray Label RNTD subscribers are free to choose which and how many items they want to rent.  The collection consists of a wide selection of garments and accessories, available in 6 different sizes. When the baby is ready for the next size up, the subscriber makes the exchange and returns the outgrown items to Gray Label. Every piece will be carefully inspected and cleaned before being enjoyed by the next little one.



Average price per item per month: € 6,-

Shipping and returns: free

Cancellation policy: easy cancellation at any time.



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 is running their own brand store in the nine streets of Amsterdam.

Timeless essentials. Minimalistic, unisex and sustainable. 100% organic and GOTS certified. Gray Label Store, Huidenstraat 17, Amsterdam.