At AS WE GROW, we think about every step we take, from design to material selection and from the production of the garment to its continued lifespan.

Repair – reuse – sustainability, these are the key words when it comes to taking care of clothes and items, while also having a positive impact on the environment and nature. To maximize the lifespan of AS WE GROW products, we are collaborating with Sigrún at Krínólín, Grandagarður 37, Reykjavík who can extend the life of your garment. You are also welcome to bring us garments that need repairs directly to our Flagship Store in Reykjavík, and we will ensure that the necessary repairs are made to extend your garments usability.

We keep our production to an absolute minimum and therefore produce on demand. We do not produce to accumulate stock, but with long-term use in mind. We select the best raw materials available to ensure the product’s longevity. The raw materials are produced without the use of harmful chemicals, such as synthetic fertilizers, pesticides, or herbicides. When it comes to dyeing the raw materials, we use dyes that are free from metals and meet all the strictest environmental protection standards.

The distinctive feature of AS WE GROW's design is that the sizes last almost twice as long as sizes of traditional children's clothing. This allows children to continue using the garments for a longer period as they grow, which reduces waste and fewer costly shopping trips for parents.

In our design, we look to previous generations, their resourcefulness and ingenuity, and how the value of each garment increases significantly when used by more than one child. The long lifespan has a tremendously positive effect on the environment, in addition to the emotional value of the garments increasing with each child and each story. It is our wish and hope that the garments from us will become a part of people's stories and connect families and generations.