Founded in 2005 with a passion for fair trade and a quirky sense of humour, London based Little Green Radicals are now a popular, awarding winning brand. Everything thing they produce is organic and fairtrade. This means the cotton farmers get a guaranteed price, no nasty pesticides are used, and the factories look after their employees (fair wages, maternity leave, etc). Organic cotton is a natural fibre which is much softer than conventional cotton. This is because the fibres have not been broken down by harsh chemicals and pesticides. These clothes are softer and better for babies and kids, particularly those with allergies or eczema. Also, cotton that has not been broken down with chemicals will last much longer and wash incredibly well.