What should I look for in ethical kids clothing?

When shopping for ethical kids clothing, look for three things: a GOTS or OEKO-TEX certification on the label, clear information about where and how the garment was made, and natural fibre content. Without at least one of those anchors, most sustainability claims on kids clothing packaging in Australia cannot be independently verified.

why "eco" and "sustainable" don't mean much on their own

Terms like "eco," "sustainable," and "conscious" have no legal definition under Australian law. Any brand can print them on a swing tag without any evidence behind them. In December 2023, the ACCC released its final guidance on environmental claims, setting out eight principles for businesses, including that claims must be accurate, specific, and capable of being substantiated. The ACCC has confirmed fashion as an active enforcement priority through 2025-26. For parents, this is useful context: if a brand's green language isn't backed by specifics, that's exactly the kind of claim the ACCC's framework is designed to flag.

two certifications worth knowing

GOTS (Global Organic Textile Standard) covers the full supply chain from fibre to finished garment. For a label to read "organic" under GOTS, at least 95% of the fibre must be certified organic: no synthetic pesticides, no GMO seeds, and no prohibited chemicals at any processing stage. The standard also sets labour criteria, including fair wages and no child labour, at every facility in the supply chain, with annual third-party audits required. It is one of the most thorough textile certifications available.

OEKO-TEX Standard 100 works differently. It tests the finished garment for harmful substances such as heavy metals, formaldehyde, and allergenic dyes. It does not cover how the fibre was grown or what conditions workers were in. A garment can carry OEKO-TEX Standard 100 certification and still be made from conventionally farmed cotton in a facility with no labour oversight. For skin safety, it is a meaningful check. For a full picture of a brand's ethics, it tells you less.

Both GOTS and OEKO-TEX maintain public databases where you can verify a certificate using a license number. If a brand claims either certification but cannot point you to a license number, press them on it.

the labour question

Certifications only cover what they cover. The "people" dimension of ethical fashion involves wages, working hours, and conditions, and it can exist independently of what's on a label. Small independent brands often have shorter, more visible supply chains than large retailers, but visibility still depends on what each brand chooses to disclose.

Questions worth asking any kids clothing brand:

• Where are your garments cut and sewn?
• Do your manufacturing partners hold any third-party labour certification?
• Can you share anything specific about wages or working conditions?

A brand that can't or won't answer those questions is telling you something.

fabric matters beyond the label

Even without certifications, fibre content is worth reading. Natural fibres like cotton are breathable, soft against young skin, and do not shed microplastics in the wash the way synthetic materials like polyester do. Cotton construction also tends to hold up through repeated washing, which matters for anything likely to be handed down to a younger sibling.

For everyday basics, 100% cotton is a solid starting point. Our kids tops and trackies are both 100% cotton, built to go in the machine on a cool cycle and keep their shape. Browse the full range at Shop All, or check the newest pieces in the AW26 Capsule One.

Good On You as a starting filter

Good On You is an Australian-founded ratings platform that assesses brands across people, planet, and animals using up to 1,000 data points and third-party sources including certifications, company reports, and independent assessments. Looking up a brand on their site or app is a fast, free first filter when you encounter a label you haven't seen before. A score of "Good" or better across all three dimensions is worth investigating further.

a practical checklist

Before buying, run through these:

• Is the fibre natural? (cotton, linen, wool)
• Does the brand say something specific about where and how it is made?
• Is there a third-party certification, GOTS, OEKO-TEX, or Fair Trade, with a verifiable license number?
• Does their Good On You rating hold up across people, planet, and animals?
• Are the sustainability claims specific, or just words on a tag?

You don't need every item to tick every box. But for the bulk of what goes into a growing child's wardrobe, you should be able to answer most of these without having to dig for it.

frequently asked questions

what does GOTS certified mean for kids clothing?

GOTS (Global Organic Textile Standard) certifies the entire textile supply chain. For the "organic" label, at least 95% of fibre must be certified organic, processed without prohibited chemicals, and produced under labour conditions that meet fair wage and no-child-labour requirements. Annual third-party audits are mandatory at every production facility.

is OEKO-TEX Standard 100 enough when shopping for ethical kids clothing?

OEKO-TEX Standard 100 tests finished garments for harmful substances like heavy metals and formaldehyde. It is a useful skin-safety check for children's clothing, but it does not cover farming methods or labour conditions. Use it as one signal among several, not a stand-alone ethical assurance.

how can I check if a kids clothing brand is actually ethical?

Look up the brand on Good On You for an independent rating across people, planet, and animals. Check for certifications with verifiable license numbers. Ask the brand directly where garments are made and whether suppliers are audited. Vague language like "eco" or "conscious" with no backing detail is a red flag under Australia's ACCC green claims guidance.

what fabrics should I look for in ethical kids clothing?

Natural fibres are a good baseline: 100% cotton, linen, and merino wool are breathable, biodegradable, and do not shed microplastics in the wash. For high-use basics, 100% cotton is durable across many wash cycles. Avoid high synthetic content, particularly polyester, in items worn close to the skin.

what is greenwashing in kids fashion?

Greenwashing in kids fashion is when a brand uses environmental language like "sustainable," "eco," or "conscious" without specific, verifiable evidence behind it. Australia's ACCC December 2023 guidance requires businesses making green claims to be accurate and capable of substantiation. A brand using sustainability language with no certifications, no supply chain data, and no third-party audits is a greenwashing risk.