About Us


We are a young family living in London with two small children passionate about conscious kidswear. This is a mama-run store with daddy working hard behind the scenes to make it all run smoothly :)

I first looked into conscious kidswear when we were expecting our first son as I wanted to be mindful of the social and environmental impact of the clothes I was buying. I also favour neutral, earthy tones and timeless styles that can be worn through the seasons. Natural materials and quality items mean they can be worn for longer and then passed down from one sibling to the next. 

We hope you love these hand picked pieces as much as we do!

We The Gentle Kind is a handpicked collection of the small, sustainable and ethical brands we have tried and loved over the past few years and we are so excited to share them with you. 

Our items are

Gentle to the Planet
Gentle to the People who make them
Gentle to the Kids who wear them

We hope you love them as much as we do!

We are a new store and are adding brands and stock to the website all the time so please do check our website, social media accounts or sign up to our newsletter to stay up to date.

Veronika & family