Quality kids’ clothes, without the environmental cost. That’s the ethos behind KOOKOO BUT KIND, a sustainable clothing start-up making it easy for planet-positive parents to dress their children in a way that’s better by nature. Their stylish outfits are made in the UK from quality raw and recycled materials. And every item sold helps to reforest the planet through conservation partners.
2020 was a year that nobody will forget. And the pandemic brought the need for environmental action into even starker contrast. In a July survey on sustainable fashion, two-thirds of consumers believed it has become more important to limit impacts on climate change in the wake of COVID-19. Meanwhile, 67% of consumers now consider the use of sustainable materials to be an important purchasing factor.
Designed and printed in the UK, KooKoo But Kind’s range is made using the finest raw and recycled materials – with limited runs to avoid waste. All garments are chemical-free: no weird stuff like pesticides or fertilisers. And production takes places in factories that get 100% of their electricity from renewable sources and use 100% carbon-neutral gas.
But KooKoo But Kind don’t just believe in healthy processes, but healthy principles too. Their eye-catching designs gently share awareness of global challenges – from environmental issues to racial equality – all with a message of kindness. After all, both parents and kids deserve to feel good about engaging positively with eco and social issues.
Launching with two gender-neutral collections – Be Kind and Endangered KooKoo But Kind will launch a range of designs throughout 2021 to celebrate children who are making a difference in the world, as well as animals that continue to be threatened by climate change and environmental issues such as plastic waste. Each collection will include their custom made reimagined jackets – which are made from upcycled denim and recycled materials such as sequins and organic cotton and thread.
Mother of three and founder of KooKoo But Kind, Anjelic Kumedzina, established the brand during the pandemic: “What sort of world will our children inherit as adults? Every one of us has an opportunity to do good in the world, which inspired me to set up KooKoo But Kind. I wanted to create a clothing brand that tackles some of the world’s most prevalent issues without harming the planet – providing a platform for parents to help educate their children about key issues in a positive way. And whilst we may be small, I truly believe that with a little more boldness, brightness and lots of kindness we can shape a world for our children that’s as wonderful tomorrow as they are today.”
On top of clean production processes, every garment that parents purchase from KooKoo But Kind funds reforestation projects through protected conservation partnerships. That means trees are planted in reserves that cannot be sold, built on or chopped up. In turn that helps to reduce the amount of CO2 in the atmosphere and creates habitats where wildlife can flourish. Because great-looking kids’ clothes shouldn’t cost the Earth.
Planet-positive parents and kids can explore the range and join the KooKoo tribe HERE
