Organic clothing for the little minimalist: that’s the motto of the Amsterdam-based children’s fashion brand Gray Label. Emily Gray, the designer behind it, knows exactly what she wants. As a mother of two, she places great emphasis on the ecological production of her collections that stand out for their comfort, modest colors and clean cuts. The fabrics are made of 100% organic cotton and are produced in a GOTS certified factory in Portugal.
Gray Label was one of the first labels we fell in love with and is now an integral part of the Pepe & Nika wardrobe.
We asked Emily Gray a few questions and surprisingly discovered that we share a lot of funny things. Find out in our interview what favorite item she has in common with Lilit von Littl by Lilit and what really disturbs her when it comes to glitter and superheroes.
Tell us a bit about yourself. Where are you from and with whom and how do you live? What is special about you? How would you describe yourself in a couple of sentences?
I was born in 82, in London. I have a British father & Dutch mother. When I was 2 I moved to The Netherlands with my mum and sister. I lived in Rotterdam untill I turned 19, and then moved to Amsterdam to start my study Concept & Brands at the Amsterdam Fashion Institute.
After my studies I went traveling for 3 month to South America and came back with the idea to introduce the cool Argentinian brand Akiabara to The Netherlands. We were distributor for 2 years. Then I got pregnant of my first child and thats when I got in touch with the baby/kids world.
Now I live on Ibiza with my husband and 3 kids Beer, Filippa & Mia.
What was your favorite item of clothing as a child? Did you own something that was particularly special to you or that you connect with a story?
Maybe my OshKosh Salopette, my oldtime favourite, which inspired me to make the Salopette for Gray Label.
How did you get the idea to make fashion for kids?
After I got pregnant of my first child I discovered the baby and kids world. I was not impressed what the offer was in the Netherlands. So much colour and print, why should a child need that? Why always pink and glitters for the girls and blue with superheroes for the boys. Why not more unisex minimalistic collections, soft tone colours and made in a fair way? In which the purity of a child emerges best. My concept was born.
Since when does the label Gray Label exist?
Since January 2011.
Where are the materials from and where do you produce them?
I work with a great Factory in Portugal, who is GOTS certified, sources my materials and produces my garments.
Where do you get the ideas and inspiration for your collections from?
My kids are my test panels AND my inspiration. The birth of my youngest was my inspiration for the miniature line. I didn’t have anything of my own brand that I could wear my newborn after birth! That’s when I came up with a miniature line, unisex, easy to wear garments from size 0-1yr.
Also traveling, magazines, expositions help me to get inspired.
What makes the family sweater so special? How did you get the idea for the sweater and can we expect even more items for grown ups?
Thats it´s unisex and for adults and kids. Finally after so long people asking, we came up with this limited edition ☺. You can expect more limited editions in this range ☺
What can we expect from Gray Label by summer 2017?
We have created pinafore dresses, drop-crotch trousers, raw-edge scarfs, baby bloomers, long skirts, baby salopettes and the new colour Sage.
What other kids label do you admire (next to your own of course)?
Stella McCartney, amazing filosophy, whiat inspires me very much. Such a cool brand, a vegetarian company, committed to operating a responsible, honest and modern business.
Where do you see yourself and your label in three years from now?
Expanding the Gray Label universe and stay focussed on making minimalistic, organic and easy-to-wear children’s apparel available to as many children around the world as possible.
On your blog you also write about cities and countries that inspire you. Berlin is mentioned too in an article, something that makes us Berliners especially happy of course. What is it that you like about Berlin in particular?
The underground feeling.. hmm hellup?
Please finish the sentence: “Children are great because….”
They are so pure, honest and unjudged, they are our future!
We would like to thank Emily Gray for giving us these interesting insights into her life. We are very proud of this collaboration and are always very happy to present new clothing by her here.
Here you can find our current selection of Gray Label’s AW2016/17