Ahead of EORS-14, Myntra Strengthens its Kids Wear Portfolio With Alia Bhatt’s Clothing Brand Ed-a-Mamma
From Greta Thunberg, Jamie Margolin to Isra Hirsi, the young guns have been inspiring youth around the world to take action on climate change and on the need for mindful and conscious consumption towards the positive health of the planet. Adopting a certain way of life gets shaped up from an impressionable age. Adding another page to that story is Alia Bhatt’s kids wear brand Ed-a-Mamma. Launched on Myntra ahead of EORS-14, the brand offers conscious clothing for kids in the age group of 2 and 14 years.
Over the last few years, Myntra has made steady efforts to support the cause of environment protection by offering its customers sustainable fashion choices. Our ‘Myntra for Earth’ store houses over 5500 styles from 70 brands. Ed-a-Mamma is the latest addition to ‘Myntra for Earth’, and we would say, a very cute one at that.
The homegrown company which was started during the pandemic is practicing little things that can make a big impact over a period of time. Here is how the brand makes a serious case for sustainability:
Clothes that are made of natural fibres
Ed-a-Mamma clothing has been made from natural fabrics that are chemical-free, and biodegradable. The brand also offers an organic t-shirts range certified by Global Organic Textile Standard (GOTS). The clothes are also produced for long wear, which means children can share them with others as beautiful hand-me-downs.
The extra details
Besides the fabric, attention has been paid to little details to up the sustainability quotient of Ed-a-Mamma clothing line. With a strong focus on recycling, the brand makes hair bands or little potlis (pouches) with the leftover fabrics instead of getting rid of them. The buttons they have used are not made of plastic. The tags can be reused as a bookmark. The mantra is: why waste when you can reuse?
A chance to grow a tree
Every order is delivered with little seed balls which kids can plant. It can be a fun activity for both parents and kids to do together while doing their bit to help the environment. “Children are extremely caring, and if you created a planeteer at a young age, you have saved the planet for years to come,” Ed-a-Mamma founder Alia Bhatt says.
We are all children of mother Earth
— Alia Bhatt (@aliaa08) June 5, 2021
Ed-a-Mamma will also be a part of the EORS-14, scheduled to be held between 3rd to 8th July. The 14th edition of Myntra’s flagship sale will offer customers the opportunity to shop from over 400 brands in the kidswear category.