Botanical dyed Japanese baby clothes for infants Ima+Mirai

As the world moves towards realizing a sustainable society, more consumers are becoming sensitive towards how or what the products are made from. They want to make the right choice, not only by choosing economical products, but also by seeking other criteria like how ethical the manufacturer is, or how sustainable their products are. Because the spread of online shopping has given consumers the ability to choose products from an enormous variety of choices, a right-minded product that differentiates itself from others is valued even more in our society.

A baby clothing brand from Japan, BeBe, has launched a sustainable clothing line for newborns called ‘Ima+Mirai (Now+Future)’. The main characteristic of the clothing line is that it makes the products with organic cotton and botanical dyes. Dyeing clothes with seasonal flowers and fruit extracts are free from harmful chemicals. This makes the clothing eco-friendly while avoiding any environmental pollution. Another selling point is that all of the Ima+Mirai clothes are manufactured in Japan.

Throughout the year, Ima+Mirai will produce new products for each season, attaching a message card with floriography (the language of flowers) printed on it. For this season, blackberry and cosmos flowers are used to dye their fabric. The language of flowers for blackberry is ‘compassion’ and ‘stay side by side.’ Its extracts will dye fabric to a fashionable chic grey color. In floriography, the cosmos flower symbolizes ‘harmony,’ ‘peace’ and ‘modesty.’ Its botanical dye makes a warm but brilliant yellow, expressing vitality. Both colors are high in fashion but non-toxic, achieving a sustainable fashion with commitment. Ima+Mirai aims to be a sustainable brand, keeping the children’s happiness at present and in the future.

Sustainable fashion is attracting attention in Japan today. The CEO of UNIQLO, a successful and influential Japanese clothing brand, announced last year taking ethical and sustainable approaches to manufacture their products. Hence, UNIQLO supports sustainable cotton production, purifies and reduces wastewater, and develops technology to reduce environmental impact. Big businesses around the world are successively taking sustainability seriously, helping the world shift to a green and ethical society.

Less environmental impact brings benefits not only to society but also affect the consumers’ well-being too. If we keep choosing sustainable and ethical fashion, then more brands will begin to prioritize sustainable manufacturing processes and ethical working conditions. This will create a better environment for society and, of course, for ourselves.