As young parents shopping for our kids, all we ever wanted was simple, fuss-free clothing that was easy on the eyes, the earth and the pocket. But we realised this was easier said than done. As we scoured shops, both online and offline, we found a lot of things that didn't make sense to us - distinctions in styles and colours that were on offer for boys and girls, dubious quality fabric and slogans and prints everywhere telling kids who they are and what they should be.
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