Sustainability
Dressing kids kindly
& responsibly
At Genie & Tom, we believe making beautiful clothes for children should never come at the cost of the world they'll grow up in.
Conscious from the very beginning
We started Genie & Tom knowing that the choices we make as a brand matter — not just for our customers, but for the planet our little ones will inherit.
From day one, we chose to work only with fabrics that are safe for children's skin and kinder to the environment. We source locally, reduce waste wherever possible, and are constantly learning how to do better.
We're a young brand — and we won't pretend we've figured everything out. But sustainability isn't a destination for us. It's a direction we commit to, every single day.
Safe for skin. Softer on the earth.
Pure cotton
Natural, breathable and biodegradable. Our first choice for every garment we make.
Pre-washed fabrics
All fabrics pre-washed before production — no shrinkage, no chemical residue on delivery.
Safe dyes only
Free from AZO and harmful chemical dyes. Colours that are completely safe on little skin.
Durable by design
Clothes that last longer means less waste. Built to be passed on, not thrown away.
Small steps. Real impact.
Local manufacturing
Made in India — shorter supply chains mean a lower carbon footprint and direct support for local craftspeople and communities.
Minimal packaging
We use simple, recyclable packaging — no excess plastic, no unnecessary wrapping, no wasteful filler materials.
Reduced fabric waste
Our patterns are carefully designed to minimise off-cuts and offal. Every centimetre of fabric is treated as precious.
Made to be passed on
Clothes built to last — designed to be handed down to younger siblings or donated, not discarded after one season.
We're just getting started
Move towards certified organic cotton across all collections
Introduce fully recyclable & compostable packaging across all orders
Launch a hand-me-down & donate programme for pre-loved Genie & Tom pieces
Partner with certified ethical manufacturers as we grow and scale
Growing responsibly
For the children who wear our clothes and the world they'll grow up in. Every choice we make today is a gift to tomorrow.