Monthly Parenting Magazine

Best children’s fashion brand: Joyful Sustainabili...

Best children’s fashion brand: Joyful Sustainability by Grass & Air


Grass & Air is part of The Parently Group, a collective of independent family-centric fashion brands based in Manchester. Our ambitious young brand had an annual turnover of £800k in 2021, a 200% YOY increase. Powered by a small, dedicated team of five who work across business development, product design and marketing is bolstered by the wider organisational structure of The Parently Group. We benefit from a much bigger picture when it comes to sustainability thanks to our Parently heritage for example we are foundation members of the Ethical Trading Initiative where we are using their tools to have open conversations with our factories. Sedex is an auditing platform we are part of which allows us to check how well our factories score on audits and have transparency on the reports. This enables to have open conversations with them on improvements.

In 2021 we formalised our brand’s journey in an initiative we call ‘Joyful Sustainability’. Through our Joyful Sustainability initiative, we hope our families will be able to understand and engage with our sustainable practices and messages, not feel hoodwinked by them. Demystifying not greenwashing is our mantra to enable our families to share in our Joyful Sustainability vision. Our sustainable practices are transparent and can be viewed in detail in our first Impact Report which is accessible via our website and attached as evidence. Now firmly established as a go-to footwear brand for fashion conscious families, Grass&Air is proud to be on an authentic sustainability journey.

Grass&Air Joyful Sustainability initiative

Grass&Air launched its Joyful Sustainability initiative in 2021 and this is how it works works in practice.

Wonky Wellies – Our Wonky Welly scheme launched in 2021 with the aim of channeling perfectly imperfect wellies back into circulation through donation schemes. Whether you run a community gardening group, have a school den and lots of muddy feet or help city kids get a taste of farm life we have a big pile of wonky wellies just waiting to be worn and we are giving them away for free. We tested the concept with our friends at The Conker Crew by donating 60 pairs of wellies to their Swap Shop. We were also able to provide 200 pairs to a community outreach group who were supporting Afghan refugees. Applications can be made via our website.

ReSkinned– Launched in Spring 2022, families are able to use our ReSkinned returns portal to give back their old wellies when they are ready and in return will get a credit towards buying the next size up, be that preloved or brand new if that’s your preference. ReSkinned will sanitise and fix them up ready for their next adventure. Our families save money and we ensure we are maximising the wear potential of every item we make.

The Little Loop – When founder Charlotte approached us with her kids clothing rental marketplace concept, it’s fair to say we were ready to jump in boots first to support her. A capsule collection of Grass & Air rainwear was donated to support Charlotte’s start-up and has been listed on The Little Loop since it launched in 2020 and we have gone on to become one of the most rented brands in her portfolio. We love how families can benefit from this hand-me-down culture, enjoying brilliant brands whilst reducing their carbon footprint and preventing ace clobber from going landfill by keeping it in circulation for longer.