Hotly contested, we can now announce The Green Awards Fashion Winners in 2024.
Best Outerwear
Gold: Töastie
At Töastie, the mission is simple: inspire children to fall in love with nature so they grow into its fiercest protectors. Their B-Corp Certified outerwear keeps little adventurers warm, dry, and comfortable in sustainably crafted fabrics made from recycled plastic bottles, combining fashion with function for all-day outdoor play.
Töastie’s collections are designed to nurture the explorers of today while safeguarding the planet for tomorrow. Thoughtfully crafted for comfort and durability, their pieces empower kids to explore nature freely, fostering confidence, imagination, and a lifelong connection to the earth.
As a B Corp in the fashion industry, Töastie is committed to an inclusive, regenerative economy. Working exclusively with certified suppliers, they champion environmental responsibility and innovation. Their impressive B Impact score of 88.7 highlights their dedication to creating a better world.
Töastie believes every outdoor adventure helps build a deeper connection to the earth—and with their planet-friendly outerwear, those adventures can be endless.
Our judges said:
“Qualifying to be a B corp is pretty impressive not sure you can be more transparent. Well done Toastie!” Katie Kendrick, Pirouette Directory
“With a focus on durable, eco-friendly materials and a high B-Corp score, Töastie is such a great brand, and they’re at the front leading the charge for a greener, more sustainable future for kids’ fashion.” Ellie Thompson, MyBaba
“A brand I consitently buy due to its practical nature and eco-friendly credentials. My kids love the outerwear and I’ve passed it down to various generations.” Bianca London, GLAMOUR UK Website Director and Media Consultant
“Gaining B Corp and continuing commitment to quality and design makes Töastie a front runner.” Victoria Evans, City Kids Editor
SILVER: Roarsome
Roarsome is a UK-based brand on a mission to reconnect children with nature through fun, eco-friendly clothing. Since launching as a kids’ snowsuit company in 2018, they’ve expanded their range to include coats, parkas, ski gear, swimwear, and rainwear—all made from recycled plastic bottles.
Judges were impressed by Roarsome’s incredible impact: recycling nearly 1 million plastic bottles into durable outdoor clothing and planting over 18,000 mangrove trees, which capture four times more carbon per acre than rainforests. These efforts highlight their commitment to sustainability and environmental stewardship.
Operating with a small team of three full-time staff and talented freelancers, Roarsome has grown rapidly, doubling sales year after year and reaching over £3m in revenue. Their clothing can be found in over 80 prestigious stores worldwide, including Selfridges, John Lewis, and Bloomingdale’s, as well as their own retail stores.
Roarsome isn’t just a brand—it’s a movement inspiring kids to play outdoors while protecting the planet.
Our judges said:
“A brilliant concept with great goals they’re already smashing. I know they have more exciting plans coming up and I look forward to their future (esepcially as they’re based down the road from me in Clapham!)” Bianca London, GLAMOUR UK Website Director and Media Consultant
“Roarsome is an awesome brand with wickedly cool products, and at the same time, they’re making significant strides in sustainable fashion, using recycled materials and helping the planet.” Ellie Thompson, My Baba
“Just Wow! What a huge achievement and my gosh how great are the looks and outawear options!” Neev Spencer, DJ and Broadcaster
“Roarsome’s dedication to eco-friendly fashion is clear and the brand works tirelessly to make a difference.” Victoria Evans, City Kids Editor
Best Fashion Brand
GOLD: MOLO
Molo is redefining kids’ fashion with sustainability at its heart. Every step of their process, from selecting eco-friendly materials to reducing water, energy, and emissions in manufacturing, reflects their commitment to protecting the planet.
As an Ecocert Greenlife, GOTS, GRS, and OCS-certified brand, Molo prioritizes transparency and ethical practices, working closely with partners to ensure sustainable and responsible production. Their garments are thoughtfully designed with longevity in mind—high-quality pieces that stand the test of time and can be passed down, reducing waste and encouraging reuse.
Molo’s focus on innovation and continuous improvement underlines their dedication to minimizing their environmental footprint while delivering stylish, practical clothing that kids love. For Molo, sustainability isn’t just a mission; it’s the driving force behind everything they do, making them a standout contender for the City Kids Awards.
Our judges said:
“Clearly a brand with true passion and commitment to sustainability for now and the future.” Bianca London, GLAMOUR UK Website Director and Media Consultant
“Molo is leading the way in sustainable kids’ fashion, with a strong commitment to eco-friendly materials, ethical production, and certified standards like GOTS, GRS, and OCS. Their focus on creating high-quality, long-lasting pieces shows their dedication to reducing waste and minimising their environmental impact, making them a true green champion.” Ellie Thompson, MyBaba
“Such a cool brand with rich colours patterns and environmental footprint!” Neev Spencer, DJ and Broadcaster
“Getting the certificates is an expensive and complicated journey for a label but having them validates the company’s ongoing sustainability credentials, especially for a genuine scaleable business such as Molo. Also I very much know that sustainability is at the very heart of Molo’s deisgns from conception.” Katie Kendrick, Pirouette Directory
“Molo is leading the way in children’s fashion with sustainability the beating heart of the brand.” Victoria Evans, City Kids Editor
SILVER: WHEAT
WHEAT has been championing sustainable, playful childhoods since 2002, and their entry embodies everything the City Kids Awards celebrate. Judges will have been inspired by their mission to empower children with thoughtfully designed clothing that supports movement, adventure, and growth, while prioritizing the planet’s wellbeing.
WHEAT’s commitment to sustainability shines through their use of organic, recycled, and eco-friendly materials, as well as their adherence to ethical labor practices and eco-conscious packaging. Guided by the UN’s Sustainable Development Goals, WHEAT focuses on impactful initiatives like renewable energy adoption and reducing their environmental footprint, all while maintaining full transparency.
With certifications such as GOTS, Fair Labour, and FSC materials, WHEAT ensures their products meet the highest ethical and environmental standards. Their dedication to creating long-lasting, responsibly made clothing makes them a standout, proving that style, sustainability, and childhood joy can go hand in hand.
Our judges said:
“I love this brand and it’s real commitment to making a difference – fantastic goals.” Bianca London, GLAMOUR UK Website Director and Media Consultant
“WHEAT is committed to sustainability from start to finish, using organic, recycled, and eco-friendly materials in their products, ethical labour practices, and transparent production processes. Their efforts to incorporate sustainability throughout the entire product lifecycle and work towards global environmental goals is pretty impressive!” Ellie Thompson, MyBaba
“Love the efforts here for change in the fashion world. The range is wide and takes everyday comfort to a highly sought after level.” Neev Spencer, DJ and Broadcaster
“I’m impressed by Wheat’s commitment as a business to sustainability – having obtained all the certification they recognise that sustainability practises, management & improvement is an ongoing engagement.” Katie Kendrick, Pirouette Directory
BRONZE : Organic Zoo
Organic Zoo is on a mission to inspire simpler, more joyful childhoods while prioritizing sustainability at every turn. Their timeless, minimalist designs are made from the finest organic cotton, offering comfort for little ones and peace of mind for parents.
Judges will have been impressed by Organic Zoo’s commitment to ethical production. Using OEKO-TEX® STANDARD 100 certified materials, they ensure clothing is gentle on delicate skin and kind to the planet. Crafted in Europe with minimal waste and packaging, every piece is made to last, encouraging families to pass garments on to others.
Their innovative Buy-Back Scheme extends product life, promoting circular fashion and reducing waste. By blending sustainability with practicality and beauty, Organic Zoo has created a brand that embodies thoughtful living—making them a standout choice for the City Kids Awards.
Our judges said:
“Chic, timeless and seriously ethical, this brand just goes from strength to strength.” Bianca London, GLAMOUR UK Website Director and Media Consultant
“With a focus on ethical production, sustainable materials, and a buy-back scheme to extend product life, they’re making sustainability a core part of childhood fashion. Their commitment to simplicity, longevity, and eco-friendly practices is extremely commendable.” Ellie Thompson, MyBaba
“Such a diligent and well considered operation. Well done with creating a gorgeous range with a brill message.” Neev Spencer, DJ and Broadcaster
“Organic Zoo’s buy back initiative shows the brands commitment to circularity. Great work I don’t know why more brands are not offering this!” Katie Kendrick, Pirouette Directory
Highly Commended
Ira & Isla blends nostalgia and craftsmanship to redefine modern childrenswear. Their beautifully crafted pieces, designed to be cherished for years, celebrate a time when quality and artistry were at the heart of garment-making.
Judges will have admired their commitment to slow fashion. Each item is meticulously tailored by local artisans, preserving traditional, female-centered skills like embroidery and hand knitting. This thoughtful approach ensures timeless designs that can be worn season after season and passed down through generations.
With a focus on quality over trends, Ira & Isla harmonizes heritage techniques with today’s call for sustainable, long-lasting fashion. Their dedication to creating clothing that tells a story—both practical and meaningful—sets them apart as a true leader in the children’s fashion space, making them a worthy contender for the City Kids Awards.
Our judges said:
“Ira & Isla are redefining sustainable childrenswear with their focus on quality, craftsmanship, and timeless design. There’s definitely room for them to take things even further in transparency and circularity.” Ellie Thompson, MyBaba
“Feels like stepping back in time but with a modern and needed twist!” Neev Spencer, DJ and Broadcaster
“As a young brand they are doing a super a job.” Katie Kendrick, Pirouette Directory
“We love the approach of slow fashion and timeless designs which define Ira and Isla.” Victoria Evans, City Kids Editor
Kin and Cloth is redefining kidswear with handcrafted, design-led pieces that offer a sustainable alternative to fast fashion. Their focus on high-quality, sustainably sourced materials ensures clothing with a long lifespan and hand-me-down potential, growing with its wearers and reducing waste.
Judges will have been impressed by Kin and Cloth’s innovative approach to minimising waste, using remnant textiles and recycled fabrics to add unique touches to every piece, such as their signature Alphabet T’s and pocket linings. With a cult following at King’s Cross Canopy Market and recognition from The Good Clothes Show, they’ve become a standout in sustainable children’s fashion.
Beyond retail, Kin and Cloth champions community engagement. Their “Learn to Create” workshops inspire kids to explore clothing design, learn about quality craftsmanship, and embrace reuse and recycling. This holistic approach to sustainability and creativity makes Kin and Cloth a standout contender for the City Kids Awards.
Our judges said:
“A brand that clearly has children’s creativity and futures at its core. Love the craft workshop ideas.” Bianca London, GLAMOUR UK Website Director and Media Consultant
“I love that this brand is all about community – running workshops that teach kids about the joys of making and reusing clothes. Their design-led pieces not only offer style but also a thoughtful approach to sustainability, making them a standout brand in the kids’ fashion world.” Ellie Thompson, MyBaba
“Love the community aspect to Kin & Cloth educating kids & parents re sustainable production.” Katie Kendrick, Pirouette Directory
Katz & Mouse brings together sustainability, style, and durability to create baby essentials parents can cherish and pass down. Combining the softness of organic, GOTS-certified Egyptian cotton with the timeless beauty of Liberty London fabrics, their hand-embellished pieces are as practical as they are beautiful.
Judges will have admired Katz & Mouse’s dedication to safety and quality. Every material meets Oeko-Tex Standard 100, Product Class I, ensuring products are free from harmful substances and gentle on delicate skin. Their eco-friendly packaging, made from recycled and recyclable materials, further reflects their commitment to reducing environmental impact.
With transparency and ethical practices at the heart of their process, Katz & Mouse is paving the way for a brighter future. Their mission to obtain GOTS certification across their operations underscores their dedication to creating lasting, sustainable baby clothing—making them a standout contender for the City Kids Awards.
Our judges said:
“A brilliant use of eco-friendly materials, this brand has true craftsmanship at its heart.” Bianca London, GLAMOUR UK Website Director and Media Consultant
“Katz & Mouse are leading the way with eco-friendly materials like GOTS-certified cotton and recyclable packaging. One to watch in the sustainable baby fashion world!” Ellie Thompson, MyBaba
“I really like Katz & Mouse commitment to sustainability for the future of their label with their aim of working towards certification. It’s not easy, but I’m sure with their attitude they’ll make it!” Katie Kendrick, Pirouette Directory
“Katz & Mouse are doing all the right things to become a truly sustainable brand.” Victoria Evans, City Kids Editor
Best Initiative
Talou is a small but mighty brand redefining sustainable fashion for little ones. With collections crafted from deadstock yarns in limited runs at their London partner studio, Talou delivers unique knitwear that’s as distinctive as the children who wear it.
Judges will have been impressed by Talou’s innovative buyback promise, allowing parents to trade in outgrown pieces for larger sizes. This approach extends the lifespan of their 100% wool garments, creating a collection of cherished new and preloved items that tell a shared story as they pass from child to child.
Talou’s commitment to recyclability is another standout feature. Partnering with Mary’s Living & Giving Charity Shops, they recycle end-of-life wool and cashmere garments to create new yarns while supporting Save the Children. By combining sustainability, style, and social impact, Talou embodies a heartfelt mission to make shopping guilt-free and meaningful.
Our judges said:
“The buyback promise is fantastic and one I wish more brands offered. Great charitable links, too.” Bianca London, GLAMOUR UK Website Director and Media Consultant
“Talou is a small brand with a big sustainable heart! Love that they’re working with charity shops to recycle old wool and cashmere items.” Ellie Thompson, MyBaba
“Firstly the use of 100% wool means that the garment at the end of life can be composted – big tick. Also the community/charity initives are commendable. I really love the designs of this brand!” Katie Kendrick, Pirouette Directory
“Talou’s circular approach to children’s fashion is to be congratulated!” Victoria Evans, City Kids Editor
Best Shoe Brand
GOLD: ZIG+STAR
Zig + Star is revolutionizing children’s footwear with a focus on sustainability, innovation, and practicality. Their podiatrist-approved designs feature the groundbreaking Good-To-Grow removable midsole, extending shoe life by up to six months—helping parents save money while reducing carbon impact.
The brand’s commitment to eco-friendly materials shines, with ethically sourced LWG gold-certified leathers, natural rubber outsoles, and 100% compostable or recyclable packaging. Even their iconic suitcase-style shoe box doubles as a toy or storage solution, complete with a foot measuring chart.
Judges were particularly inspired by Zig + Star’s Trade-In Scheme, which turns old shoes into charitable donations for children in need via Sal’s Shoes or repurposes them into playground coverings. With recognition from sustainability leaders like Selfridges, John Lewis, and the Amazon Accelerator Programme, plus multiple circular economy awards, Zig + Star’s mission to reduce the 22 billion pairs of shoes sent to landfills annually is both innovative and impactful.
Our judges said:
“ZIG+STAR is killing it when it comes to sustainable kids’ footwear with their innovative “Good-To-Grow” design, which helps shoes last longer, reduce waste, and cut down on carbon impact. With eco-friendly materials and fully recyclable or compostable packaging, they’re proving that sustainable fashion can also be stylish. Their trade-in scheme is a standout, giving old shoes a second life while helping kids in need.” Ellie Thompson, MyBaba
“Fantastic selection, well made and creatively thought about. Love the styles and the overall looks.” Neev Spencer, DJ and Broadcaster
“Year on year, ZIG+STAR continues to seek out ways be a sustainability champion.” Victoria Evans, City Kids Editor
“Gorgeous shoes and clearly with a fantastic sustainable background!” Erica Loi, Brand and Communications Consultant
SILVER: Dubs
Dubs is redefining children’s footwear by seamlessly blending style, comfort, and sustainability. Using eco-friendly materials like recycled plastic bottles and sugarcane, paired with waste-reducing 3D knitting technology, Dubs ensures every shoe treads lightly on the planet.
Designed with growing feet in mind, their roomy toe-boxes and thoughtful sizing prioritize comfort without compromise. The standout Immortal Sneaker program offers parents a practical solution—trade in outgrown shoes for cash or credit, keeping footwear in circulation and out of landfills.
Recognized for innovation, Dubs boasts accolades like four nominations at the Drapers Footwear Awards 2024 and winning Manufacturing & Engineering Startup of the Year in the South East. Named one of the UK’s most innovative new businesses, Dubs also made the prestigious Startups UK Top 100 Index.
With plans to achieve B-Corp certification and further reduce their carbon footprint, Dubs is setting a benchmark for sustainable kids’ footwear. Their mission is clear: creating a greener future, one step at a time.
Our judges said:
“Their ‘Immortal Sneaker’ program, which allows customers to trade in outgrown shoes, is a game-changer for promoting circularity. With exciting achievements like being shortlisted for Drapers Footwear Awards and pursuing B-Corp certification, Dubs is paving the way for a greener, more sustainable future.” Ellie Thompson, MyBaba
“Really well considered and executed and of course incredible for the planet! Well done!” Neev Spencer, DJ and Broadcaster
“Great shoes for kids and clearly trying to make a difference to our planet.” Erica Loi, Brand and Communications Consultant
“Dubs is going the extra mile in seeking out sustainable materials and we look forward to congratulating them when they gain their B Corp status!” Victoria Evans, City Kids Editor
Best Loungewear/Sleepwear
GOLD: Smalls Merino
Smalls is a standout in sustainable kidswear, blending innovation, environmental responsibility, and thoughtful design. Their ultra-fine merino base layers, made from fully traceable ZQ-certified wool, are not only luxuriously soft but also clinically proven to benefit sensitive, eczema-prone skin. Judges loved Smalls’ dedication to quality, from the durability of their garments to their biodegradability at the end of their life.
Sustainability is woven into every step of the process. Smalls partners with Italy’s first B-Corp certified mill, ensuring ethical production with minimal impact. Their designs, featuring clever touches like foldable cuffs, showcase a commitment to practicality and longevity, making them a favourite for eco-conscious families.
Celebrating 10 years of redefining kids’ fashion, Smalls proves that sustainability and style can coexist. It’s no wonder their thoughtful approach won the hearts of the judges.
Our judges said:
“Genius concept targetting eczema – a condition so many children struggle with. Great that it can be machine washed and has antibacterial features.” Bianca London, GLAMOUR UK Website Director and Media Consultant
“Smalls Merino is top of the class when it comes to sustainable kids’ fashion with their durable, high-quality pieces.” Ellie Thompson, MyBaba
“The softest and most stylish brand around! I loved them for my little ones and wish they went up in age!!” Neev Spencer, DJ and Broadcaster
“The use of only natural materials allowing the garments to compost provides a truly circular product. Well done Smalls Merino!” Katie Kendrick, Pirouette Directory
Silver: Kutti Lulu
Kutti Lulu celebrates the vibrant spirit of childhood with gender-free, playful pyjamas that blend comfort, style, and practicality. Designed for adventures from dawn to dusk, their organic cotton PJs are breathable in summer and cozy in cooler months, with thoughtful features like turn-up cuffs for growth and bold piping for a fun pop of colour.
The brand was inspired by the founder’s own “kutti lulus” (little ones), who sparked the whimsical prints and adventurous spirit of the collection. Kutti Lulu champions inclusivity with designs that empower children to express their unique personalities—plus, grown-ups can match too!
Handcrafted in small batches using GOTS-certified organic cotton, Kutti Lulu ensures every piece is gentle on delicate skin and the planet. Their commitment to sustainability extends to plastic-free packaging, reusable cotton drawstring bags, and zero waste practices.
With strong partnerships with women-led businesses in India, Kutti Lulu supports fair trade and ethical production. Since launching with two kids under 4, they’ve won a JDA Award and sold out at pop-ups. Looking ahead, they’re expanding their product range, launching a new website, and continuing to promote sustainability with fabric offshoot collections.
Our judges said:
“Beautiful designs and great commitment to future plans – I love the links to women-led fair trade businesses in India.” Bianca London, GLAMOUR UK Website Director and Media Consultant
“These guys take a truly eco-friendly, ethical approach to children’s fashion, using sustainable materials and practices that put the planet first.” Ellie Thompson, MyBaba
“Love the styles and the sory behind how they make the clothes and help the local communites. Bravo!” Neev Spencer, DJ and Broadcaster
Best Preloved
GOLD: Kidswear Collective
Kidswear Collective is revolutionising how parents shop for children’s clothes by offering pre-loved and past-season designer fashion for babies and kids aged 0–14 years. With discounts of up to 60% off original retail prices, it’s the perfect blend of luxury and sustainability.
Addressing the growing demand for planet-friendly shopping alternatives, Kidswear Collective provides choice and quality. Their online store features over 750 premium brands, including Ralph Lauren, Burberry, Stella McCartney, and Mini Rodini. More than 75 brand partners, such as Patachou, Tiba & Marl, and Pepa London, contribute their past-season collections, ensuring a fresh and diverse selection. At any given time, shoppers can browse over 20,000 items, with new arrivals added daily.
Committed to reducing waste in the fashion industry, the company’s mission is to extend the lifecycle of baby and children’s clothing while delivering a luxury experience. Each garment undergoes a thorough seven-step inspection, cleaning, and authentication process before being beautifully packaged in eco-friendly materials.
For those who prefer an in-store experience, Kidswear Collective has concessions in Selfridges and Fenwick stores across the UK, bringing pre-loved designer fashion to a wider audience. Sustainable shopping has never looked so stylish.
Our judges said:
“A brand I love and use thanks to its authenticity (unlike Vinted and ebay). A brilliant concept.” Bianca London, GLAMOUR UK Website Director and Media Consultant
“Kidswear Collective is a game-changer in the world of sustainable kids fashion. By offering pre-loved and past season designer clothing at up to 60% off, they not only help parents save money but also promote a circular approach to fashion.” Ellie Thompson, MyBaba
“I’ve always loved the ethos and the execution of Kidswear Collective.” Neev Spencer, DJ and Broadcaster
“An amazing business doing incredibly well. I would like to know more about the cleaning process, etc along with packaging & their carbon footprint – but really hats off to Shosh!” Katie Kendrick, Pirouette Directory
SILVER: Young Loved
Young Loved is shaking up how parents shop for maternity and kids’ items. Launched in October 2023 by two mums, Namita and Jess, this preloved marketplace app is all about making sustainability simple, stylish, and accessible for busy families.
With one in three clothing items ending up in landfill and kids growing out of everything so quickly, Young Loved provides an easy way to buy, sell, or even donate items. The app is designed for millennial parents, combining effortless usability with sleek design, and it’s completely free to download, buy, and sell in its early stages.
For those who can’t find the time to list items themselves, Young Loved offers a consignment service for a small fee. They handle everything—from cleaning and photographing to listing and shipping—so your preloved items can find a new home without the hassle.
Young Loved is also working with brands to keep samples and end-of-line stock in circulation. Partnerships with influencers have helped spread the word, encouraging families to embrace secondhand shopping.
With its fresh approach and commitment to circularity, Young Loved is helping parents give their kids’ clothes and gear a second life while making sustainable choices feel effortless and stylish.
Our judges said:
“This is an excellent and iniviative idea and its lack of fees in the early days makes it especially appealing to attract a new and loyal fan base. The consignment fee and servive is also great for time-poor mums (most of us!)” Bianca London, GLAMOUR UK Website Director and Media Consultant
“The founders are teaming up with brands to boost circularity, and their consignment service makes selling easy for parents. With the app’s growing success and influencer partnerships, it’s gaining traction fast. Another brand making secondhand shopping cool!” Ellie Thompson, MyBaba
“What a fab idea! I love the fact that mat wear can go to well deserving mums to be!” Neev Spencer, DJ and Broadcaster
BRONZE: Our Little Wardrobe
Our Little Wardrobe was founded by two best friends and mums who recognised a common problem: children’s clothes, especially for special occasions, are often only worn a handful of times. Their solution? A platform to give these cherished outfits a second life, extending the lifespan of kids’ clothing and reducing the demand for new.
Their mission is simple yet impactful: to increase how often garments are worn before ending up in landfill—currently averaging just 7–10 wears. By creating a trusted destination for buying and selling pre-loved children’s clothes, My Little Wardrobe offers families the chance to make sustainable, stylish choices for milestone moments like birthdays, holidays, and christenings.
What began on Vinted quickly blossomed into a growing community, earning 5-star reviews for quality and service. With successful pop-ups at Elys department store and local events, the brand has now launched its own online boutique, showcasing beautifully curated collections for little ones.
At Our Little Wardrobe, every piece tells a story. They’re on a mission to deliver sustainable, high-quality clothing that creates lasting memories—shared from one family to the next. From their little wardrobe to yours, it’s all about timeless style and thoughtful shopping.
Our judges said:
“A lovely concept with big plans for the future and excellent customer feedback. A service I would absolutely use thanks to its focus on birthday and Christening attire.” Bianca London, GLAMOUR UK Website Director and Media Consultant
“Pretty impresive how two childhod best mates have grown a loyal customer base via Vinted, pop-ups, and their new online boutique. Our Little Wardrobe is making it easy for parents to buy and sell quality, sustainable kidswear.” Ellie Thompson, MyBaba
“Love this small start up with a cute collection of second hand clothing.” Erica Loi, Brand and Media Consultant
Best Retailer
GOLD: PO.P
PO.P’s (Polarn O. Pyret) mission is that every garment should be loved by at least three children. With sustainability at their core, they’ve created a truly circular business model to ensure their clothes not only last but thrive through multiple adventures.
Collections are crafted from 100% more sustainable materials, including organic cotton, recycled polyester, and reclaimed fabrics. Thoughtful design features like roll-down cuffs, adjustable waists, and extendable outerwear allow our pieces to grow with your child, reducing waste and maximising use.
Through the award-winning PO.P Second Hand scheme, customers can trade in outgrown clothing for vouchers. They repair, refresh, and resell these items, giving them new life. Shoppers can browse this pre-loved collection alongside new items online and in select stores, including John Lewis Oxford Street.
Recognised as Draper’s “Best Circularity Initiative,” PO.P Second Hand is integral to their mission and growth. By 2025, they aim for 25% of their sales to come from this initiative.
Our judges said:
“This brand smashes it in every category because not only does it use the most sustainable design I’ve witnessed, it also makes life easier for customers to be eco-friendly with its clever ‘room to grow’ clothing and brilliant trade-in system. I hope more brands will follow suit.” Bianca London, GLAMOUR UK Website Director and Media Consultant
“Polarn O’Pyret has always been about sustainability, with their circular business model and innovative second-hand program they’ve shifted their focus on extending the lifecycle of clothing . Beautiful products, so well made. Love their PJs!” Ellie Thompson, MyBaba
“Love the second hand initiatives as well as the fab collections which last forever are warm and super well made.” Erica Loi, Brand and Communications Consultant
“We particularly love the attention to sustainable detail with PO.P including the space to write several names on belongings which are handed down.” Victoria Evans, City Kids Editor
Best Eyewear
GOLD: Atom London
Offering high-quality sunglasses and blue light glasses tailored specifically for young eyes, ATOM London focuses on eye health without compromising on affordability or durability.
Made from top-grade TPEE, TR90, and acetate, their frames are designed to withstand the wear and tear of active little ones. With 100% UV protection and polarised lenses, these glasses shield children’s eyes from harmful rays, addressing the fact that kids’ eyes transmit 70% more UV than adults’. Their blue light glasses support better sleep and reduce the impact of screen exposure on young users.
Their commitment towards education and research in the field of children’s eye health can be witnessed with them partnering with Huddersfield University for a research on the effect of Blue Light on the circadian rhythm of the heart amongst children, and the behavioural impact of blue light on the sleeping patterns.
ATOM London is also tackling misconceptions about kids’ eyewear, encouraging parents to prioritize eye protection over fears of lost or broken glasses. Their products bridge the gap between cheap, low-quality options and pricey designer brands, ensuring quality, comfort, and affordability.
With roots in a relatable family story, ATOM London has grown into a global brand, retailing in the UK and Middle East. Through their partnerships with opticians and a commitment to research, ATOM London is on a mission to build a healthier, more aware future—one stylish frame at a time.
Our judges said:
“How refreshing to see a brand with such passion from parents with first-hand experience. Reading their business plan was very eye-opening (excuse the pun) and it’s great to see a brand taking eye health so seriously. There aren’t many brands out there like this so I hope to see it boom.” Bianca London, GLAMOUR UK Website Director and Media Consultant
“ATOM London is shaking up kids’ eyewear with durable, eco-friendly glasses that protect young eyes from UV and blue light. Their high-quality deisgns are long-lasting.” Ellie Thompson, MyBaba
“Great sunglasses for little ones.” Erica Loi, Brand and Communications Consultant
