Our choices

Sustainability is the starting point of all choices we make at NAAiNAAi. We are passionate about bringing a clothing line that fits with a a conscious lifestyle; gentle parenting; nurturing life and raising children who will continue to care and work for each other and their environment. Our designs aim to be 'real life proof', practical, durable and above all wearable and comfortable, for the wearer and carer.
      Inspired by simple, gentle children's clothes from times gone by, very much from children's books like Elsa Beskow's. The silhouettes are mainly gender neutral but always play proof, as like our children, yours are probably all tree climbers, princesses, knights, scientists, doctors, rock poolers at any given time too, boy or girl alike.
     Our womenswear is designed with the same building blocks in mind. We feel that clothes need to be comfortable and durable and yet flattering to all shapes and sizes. It is possible to look great, feel great and do great things for our environment all at the same time!
    Our Jewellery is made locally by Rebecca Furze using artisan silversmithing techniques designing and making stunning items in her Dartmoor studio. She too prioritises a sustainable approach and uses recycled silver where possible which is from UK origin.
Choosing materials that are natural, organic, Oeko-tex certified* and making sure they are ethically sourced goes a long way and we are proud of that. In all fairness though, no textile is environmentally friendly. The processes involved in growing, weaving, dyeing and shipping the fibres and fabrics uses a lot of resources like water and energy. Loin cloths aren't likely to be the next thing, but there are other ways to be environmentally 'friendlier'. Using high quality, durable materials and choosing sewing techniques that are strong and allow for growing room, means clothes can be used longer and be passed down, ultimately reducing the damaging textile industry to a sustainable one.  
Our customers buy less because they buy better.
We design with multi seasonal wear in mind; raglan style sleeves and a boxy body means layers fit underneath as well as over and as the child grows the style grows with them, into a more fitted look. Elasticated cuffs and turn ups, allow for the same in those ever growing limbs!
Our sizing for the littles falls on the big side, initially. If you're after a look that is more fitted (like for an occasion) then bear in mind if your child is on the tall or short side for its age, on average the size is aimed to fit the upper level of the age bracket.
We love our clothes and we hope you will too! 

*Oeko-tex is a certification given to fabrics that have been tested by an independent and consistent body for their chemical content and residue and deemed free of them.

Organic certification means that textile and fabric products are grown according to strict guidelines on the use of petroleum based fertilisers, pesticides and synthetic products.

Natural fabrics are gentle on the skin and better for the environment. Only natural fabrics means that we are not contributing to the increased use of synthetic, plastic-derived fabrics which lead to microfibers polluting our oceans.

The majority of our items are made from the highest quality linen, woven with high ethical standards in Europe. The fabric is derived from fibres of the flax plant. Linen is very durable, absorbent and an excellent heat regulator. This fabric also doesn’t require nasty fertilisers to grow and it’s compostable meaning it won’t sit on landfill for hundreds of years like synthetic fabrics do.

Our cottons; all our cottons are ethically made and most are BCI cotton (better cotton initiative -www.bettercotton.org) or GOTS certified organic cotton (www.global-standard.org). All, including our needlecord and corduroys, are Oeko-tex certified fabrics of very high quality. They are tested for any harmful substance and certified clear of them, which means you can be sure it is delicate and safe for growing bodies and by nature compostable too.

Tencel is the ‘new kid on the block’ and is incredibly exciting from a sustainability point of view. It is made from wood pulp that’s harvested from tree farms that are sustainably managed and traceable. The fiber production itself is more eco-friendly than cotton production due to its closed-loop process. This means that up to 99% of the water and solvents used are recycled and reused. Our Tencel/linen mix is made in Turkey and Oeko-Tex certified.

Our wool is equally natural, oeko-tex certified and compostable. Wool has incredible properties that have made it the choice fibre used by humans for decades. It naturally contains lanolin, which is an oily substance that keeps sheep from getting wet through and through, warm, yet not overheating. When processed, the wool looses it's oily feel but retains enough lanolin to keep its water repellency, making our coats and gilets very resilient indeed in wet weather. Wool also repels the water that comes with stains, which means they don't soak the fabric but drip off or dry on top of the fibres. Once dry, most stains are easily brushed off leaving the wool as good as before. Wool really is self cleaning; so as promised:

                                   Comfortable for the wearer and carer.


Any questions? Please drop us a line, we'd love to help.