Stylemaker - Gray Label

Gray label is a Dutch children's brand that creates unisex kidswear that is minimal and easy to wear. It combines the warm feel of Parisian kidswear with the minimalistic touch of Scandinavian design. The collection consists of a year-round line of quality basics, that are contemporary yet timeless and made with only the softest oraganic fabrics...

After Emily's first son was born, she struggled to find baby products that she liked in Amsterdam that weren't full of teddy prints, bows and bright colours. While baby shopping in Paris, the world opened up to her and it was shortly after, in December 2010, that Gray label was born. With a focus on quality, practicality, and minimal design, the brand has gone from strength to strength since its inception.

We asked Emily a few questions about what inspires her...
What do you love about creating minimal clothing for kids?
No fuss, just create a simple, easy wearable product with a good fit in an outstanding quality. Essence of kids clothing.

What inspires you?
City trips (Paris is one of my favourites), being on my own in the plane to Portugal for production. Interior magazines, interiors, antique markets. My kids Beer and Filippa, and of course my husband who is an entrepreneur of the first kind.

Why do you think organic is important?
Organic/Eco is the future, we need to implement this way of life and make it a daily way of life. Why not start now?!

If you were a kid in Amsterdam , where is the first place you'd go?
The Goat farm in Amsterdam Forest (Amsterdamse bos). You can feed the baby goats with a bottle of milk, all the other animals, a big playground, pancakes and an organic market in the summer weekends (nice for the parents).

What was your favourite toy when you were little?
This must be my pee pee doll and my skelter/go-card.

If Gray Label were to design a teddy bear, what would it look like?
If I could draw ☺, I would draw one like Ursula the Bear of Areaware!

30 May 2014