KinderStuff manufactures children’s everyday basics, such as t-shirts, bodysuits, hoodies and pants. Company founders Dr. Alex Reichhuber, Sebastian Schmoeger, and Robert Rebholz aspire to create clothing that is affordable, looks great, and meets the highest quality standards. Not only that, they are dedicated to eco-friendly and socially responsible practices, and they invite their customers to send back used clothing so it can be donated to charity. Alex, Sebastian, and Robert left their successful careers as management consultants when they realized that no one in the consumer goods and retail industries was thinking radically different. CBT recently sat down with Robert to learn more about how he and his KinderStuff colleagues are driving change in both the fashion industry and the environment.
CBT: Why did you launch your clothing line?
Robert: We believe that every child deserves the best we can create for them. That’s why our clothes are made from the best and softest organic cotton we could find. These premium fabrics are cut and sewn in selected factories that have a long tradition of craftsmanship. All our clothes are screen printed with non-toxic inks. All this helps us ensure that our products are of the highest quality and free of harmful chemicals and additives. Premium clothes should be more than just hip; they should also be unquestionably safe and eco-friendly. With our uniquely designed KinderStuff, we strive to please even the most fashion savvy parents and kids. And we try to do all this in an affordable manner.
CBT: What is unique about your approach to business?
Robert: We don’t compromise on our values. Ever. Besides that, we rethink how our industry works, which is the reason we take back used clothing once children outgrow it. Customers can resend their KinderStuff clothing free of charge and in return for a discount on future purchases. Returned items are donated to charity or resold as hand-me-downs.
CBT: How do your business and products protect the Earth?
Robert: Unlike many fashion brands nowadays, we believe that just using organic cotton isn’t enough. Cotton fibers go through a lengthy process normally including washing, spinning, weaving or knitting, bleaching, dying, printing, and applying finishing agents. Using hazardous substances such as toxic dyes could expedite this complicated procedure but we refuse to do so. That’s why every single step in our value chain and every one of our manufacturing partners is GOTS-certified. GOTS stands for the Global Organic Textile Standard, which is one of the strictest standards in the organic cotton industry. GOTS’ strict and binding requirements regulate everything from cultivation and harvesting to packaging and labeling. Besides that, we regularly check up on our business partners ourselves. I however need to say that the companies we work with are doing an extraordinary job and share our vision of a more sustainable fashion industry.
CBT: What are you doing for Earth Day?
Robert: For us, every day is Earth Day. We try to do our best to act responsibly 365 days a year. We regularly cooperate with charities on partnerships. This encompasses selling dedicated products and donating the entire gross profit of those sales to charities. We also do all we can to educate consumers about the risks of not buying eco-fashion. We didn’t just start this company to make money; we truly want to leave an impact. In addition, all of our manufacturing isn’t just eco-friendly. We also ensure that garment workers are treated fairly and that the highest social standards apply.
CBT: When did you launch KinderStuff?
Robert: We launched the company in 2011, but it then took us almost one year until we started selling products. We didn’t want to compromise on quality or construction, and therefore invested a lot of time and passion into finding the best suppliers and designing amazing products.
CBT: Who are some of the celebrities using your products?
Robert: We were recently informed by Heidi Klum‘s father that he was taking our products to Los Angeles for her. We have also gifted Jessica Alba, Mariah Carey, Jennifer Garner, and Beverley Mitchell.
CBT: What’s ahead for KinderStuff?
Robert: We just extended the age range from 0-2 years to 0-6 years, and we are constantly adding new items to satisfy our customers’ demands. People really love the hoodies and pants we recently introduced and there is more stuff along those lines ahead.
KinderStuff has won prestigious awards and nominations, including having been voted the Best Fashion for Kids in 2013 by Natural Child World readers, and nominated in three categories in Red Tricycle’s Totally Awesome Awards. With the company’s dedication to eco-friendly, socially responsible, and hip products, it is easy to see why. The company has just expanded its line and introduced a new collection. Go check it out!