Alia Bhatt's Sustainable Clothing Brand Ed-a-Mamma Ventures Into Infant Collection
Fresh from the resounding success of their sustainable nursing maternity-wear collection, actor and investor Alia Bhatt’s brand, Ed-a-Mamma, is now expanding its product offerings to launch an Infant's Collection focusing on the age group of 0-3 years. The sustainable clothing brand has had four new launches in the past four months - with maternity wear, Ed-heads (the teen collection), maternity-nursing wear and now the most recent baby wear.
Ed-a-Mamma’s new drop introduces three themes - Jungle Joy, Cute-a-sauras and Woodland Wonders. The company claims that the infants’ collection features lightweight, soft and breathable casuals and has a wide range of boys, girls and unisex wear. Key pieces in the collection include thoughtfully curated sets which make the most amazing gifts - as well as standalone pieces such as t-shirts, denims, dresses with bloomers, expandable bodysuits, sleep suits, caps, booties, bibs amongst others.
Speaking about the new launch, Alia Bhatt said, “The decision to launch Infants was a deeply personal one. As a young mother, we want to give our children, the best of everything. And so, on my quest to find the best possible clothes for my baby, we embarked on the journey to create this infant wear line, which I am so happy to share with you. Cute and Comfortable, this new line is approved by nature, and by the lil beans themselves.”
Furthermore, the brand claims that it prioritises state-of-the-art manufacturing techniques that ensure comfort and care. The Boys and Girls ranges are 100 per cent cotton and the Unisex range is a premium line where 100 per cent GOTS (Global Organic Textile Standard) certified organic cotton is used and the graphic treatment and garment details are minimal. According to the company, the production facilities are SEDEX certified and the brand only uses AZO-free dyes that are safe for kids, in addition to buttons and trims that are plastic and nickel-free.
Iffat Haider Jivan, Business Head, Ed-a-Mamma emphasizes, “With the launch of Ed-a-Mamma’s Baby Wear, we offer parents expanded product options through a curated line from newborns through toddlers. Staying true to the brand’s commitment to responsible sourcing, the entire collection is carefully crafted to provide parents with supreme quality and great designs that are also easy on their pocket."
