In October, actor, philanthropist and investor Alia Bhatt launched her own conscious clothing apparel brand for children, Ed-a-Mamma. The self-funded start-up brand, caters to children in the age group of 2-14 years.
The maiden run of the brand comes in three collections – Veggie Squad, Friends of the Ocean and Candyland, with apparel for little girls and boys ranging from tops, tees and shirts, skirts, dresses, jumpsuits and bottoms.
Each collection features unique, signature prints. The clothes are environment friendly, made from natural fibres with plastic free buttons and trims, echoing Alia’s vision of nurturing a love for nature among children.
The brand goes one step further and uses the leftover fabric to make hair ties and little potlis. Currently available on firstcry.com, the brand has sold nearly 70% of its first season’s collection within six weeks of launch.
Ed-a-Mamma is pegged on storytelling and engaging with children at multiple levels. It seeks to create conversation with its core target audience, inculcate good habits and encourage children to adopt environment first practices, kindness towards animals and make better choices.
“This is a time of great uncertainty for the whole world. The universe is sending us a message: that if we mess with nature, there is a price we all have to pay,” Alia said. On why children’s products? “To catch them young and create a love for nature at an early age,” she added.
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