Can we replace excess with access? Can fresh be the new new? Can high quality and good design triumph over cheap and fast? Yes, that is exactly what the circular economy does. Hop on and join the looping!

We did an impact assessment in 2021 to measure our own footprint, kindly sponsored by Let's be blunt. Renting organic baby clothes does make a positive impact. Here is what we reduce, save, avoid or divert with 1 baby that rents clothing with us for 1 year:

  • - 73% of CO2

    That's 116kg of CO2 saved from entering the atmosphere by reducing the need for new clothes. And that's the equivalent of what 1409 virgin PET bottles emit.

  • - 92% of blue water use

    by switching to organic cotton and by decreasing the need watering new plants. The difference is crazy, 24'000 litres to be exact, equalling over 20 years of drinking water for one person.

  • - 93% of textile waste

    If we are certain that one textile can serve 5 babies instead of 1-2, that diverts a lot of waste from landfill or being burned. Our circular model avoids over 6.7 kg textile waste.

But what's the problem?

The clothing industry accounts for 10% of global carbon emissions.

Read on for some insights on why our current way of producing, consuming and disposing textiles is in dire need for new solutions and what we can do about it, together.

We are living in a delicate ecosystem that we want to preserve and nurture for our children. 

1. Pollutive growing & production

Overfertilised soils that are getting less fertile every year. Farmers in full-body custumes spraying pesticides on plants. Tons of freshwater redirected from people to feed thirsty crops. Toxic chemicals used to make a garn into a garment. How and what we produce is the first part of the problem.

At OiOiOi, we work with Organic Cotton for many reasons. It is fed by rainwater, rather than freshwater needed for drinking elsewhere. It needs neither pesticides nor herbicides to grow, but encourages a natural biodiverse environment to protect its plants. No toxic chemicals are used in its production. GOTS certifies exactly this.

For the baby, it's a natural, breatheable material that is soft on its sensitive skin. Babies have only one third of the epidermis thickness in comparison to adults, prone to absorb whatever chemicals we put it in contact with.

And of course, Organic Cotton is vegan, no animal is harmed in the proccess. It's also easy to wash with all your other clothes, for a hassle-free household management. Now, we know organic cotton is not perfect, so we are constantly on the lookout for more sustainable fabrics.

Our sustainable brands
  • 90% Organic cotton

    That's how our collection looks like. The rest is elastane to make the fabric stretcheable and accessories like buttons, zippers etc. or some recycled ordinary cotton, bamboo and lyocell.

  • Indian origin

    has almost 50% of the organic cotton worldwide. Cotton grows well in hot, dry climate but is a thirsty plant. One 100g shirt needs about 240l of water to be produced. The majority of our brands produce in Portugal.

  • GOTS

    Is the label to check for when looking for organic clothing. It ensures the right materials are used, environmental procedures are adhered to and workers are protected.

2. Overconsumption

When having a baby, parents are often gifted cute, small baby clothing. Now a lot of these garments and garments we buy before we have a baby turn out to be too small, for the wrong season or just not really a fit.

Part of the problem is certainly that nowadays (baby) clothes do not cost much, giving the impression that it is ok to store them away after having barely used them. But if a bodysuit costs only 5 CHF, how much has the garment worker earned making it for you? Over 70% of garment workers are female and they ought to be paid a living wage.

What can you do? Check out our newborn guide to see which baby clothes and how many you really need for the first few weeks. If you are looking for a more sustainable newborn gift, check out our gift guide. By renting instead of buying, we have already reduced the need for 1000's of new garments, making it possible to invest in high quality and ethical production.

Browse collection
  • 5-6 OiOiOi babies

    share one clothing item or one item serves 5-6 OiOiOi babies. We ensure that by circulating the clothing automatically while you sleep (or not ;)).

  • 150 pieces

    of clothing is how much a minimalist baby uses during its first year. With our MEGA subscription, you have got all the basic essentials covered - in a circular, sustainable way.

  • 12 items

    is how much an average OiOiOi bundle contains. Shipping bundles instead of single pieces significantly reduces the transport CO2 and gets your baby fully dressed.

3. Waste

Recycling of textiles is practically inexistent, with only 1% of clothes being recycled into new clothes, the Ellen Macarthur foundation reports. One reason for this low rate is that textiles are mostly made of multiple fabric types which cannot be disintegrated after use. Another difficulty is that petroleum-based fibers do not decompose organically.

We know life as a parent of a young kid is stressful and sharing of clothes takes time and effort. There are also millions of still unsold clothes on secondhand websites, degrading in value every day. Many resort to donations as a way of living sustainably. However, reports show that the majority of what we donate abroad eventually ends up in landfill or even worse, littering the desert.

By facilitating the sharing of clothing between families, clothing waste is drastically reduced. The only waste we see is at the end of a garment's use, when it served 5-6 babies. We then recycle it one last time, to be used in dirt-playing activities or as replacement clothes for the nursery - so that what we produce is useful until the very end.

Share more, waste less