Alia Bhatt launched Ed-a-Mamma, a clothing label for kids.

Alia Bhatt launched her own label of kids clothing and season one is almost sold out. Actor says she founded Ed-a-Mamma to foster a love for nature among children. Alia Bhatt says, the company will create world-class products and clothing for Indian kids and storytelling is at the heart of this vocal-for-local brand.

In October, celebrated actor, philanthropist, and investor Alia Bhatt launched her own conscious clothing apparel brand for kids, Ed-a-Mamma. The self-funded start-up brand caters to children in the age group of 2-14 years. Ed-a-Mamma is a completely homegrown brand, which resonates with the ‘Vocal for Local’ ethos.

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 clothing products are environment friendly, made from natural fibres with plastic-free buttons and trims, echoing the vision of Alia Bhatt – nurturing a love for nature among kids. 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 a conversation with its core target audience, inculcate good habits, and encourage children to adopt environment first practices, kindness towards animals, and make better choices.

Speaking about the brand, founder Alia Bhatt said, ‘ 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. If there is a way when we can coexist with nature, include a way to care for nature in everything we do, it would go a long, long way. I’ve tried doing this with a universe of products for children. Every detail does its bit for mother nature. Be it non-synthetic garments, buttons that don’t use plastic, seed bombs that help you grow a garden. Why children’s products? To catch them young and create a love for nature at an early age. ’

Ed-a-Mamma is a brand that cares – about children and the earth. Ed-a-Mamma will be a series of products all designed to help us put our planet first and build a conscious generation, one product at a time.

Fabrics are all plant-based and degradable, and buttons are plastic-free. Their tags can be re-used as bookmarks. Each garment comes with a little potli filled with a seed ball, a tree waiting to be planted, an activity designed to bring children and parents outdoors.

Because no matter who we are, no matter what we do, we all have one planet in common.

And we’re all children of mother earth.

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Also Read: #VocalforLocal: Indian brands in the ‘upcycling’ game!

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