20 February 2023, Mumbai
Ed-a-Mamma has launched clothing for infants.
The age group is up to three years. The brand, founded by actor Alia Bhatt, already has maternity clothing and teen clothing. The infant wear 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, among others. Ed-a-Mamma has prioritised 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. The garments are Sedex-certified and the brand only uses azo-free dyes that are safe for children. Buttons and trims are plastic and nickel-free. This line offers parents with expanded product options 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.
