becauseatom first emerged as a way to clothe those who veered towards not entirely explicable expressions, but the world is ever changing, faster than a child grows, and suddenly the call for fashion that does not sacrifice the earth is needed more than ever. Initially reservations existed about creating clothes at all. To introduce more material into an already overstuffed world did not seem wise. But given that at the time the options for children’s clothes narrowly escaped the realm of primary colors we checked our reservations and sought a way to design while adhering to a philosophy denying rampant consumerism. This continued to plague us, but we found some comfort in using fabrics that were grown ethically and without pesticides, we are still in the process of researching ways to further reduce our impact. We hope to reveal a garment that requires minimal production and actually reduces tee shirt waste very shortly. Until then our 100% organic cotton tees that are silk screened by hand with water soluble pigment can satisfy the eco-conscious kid in all of us.

We are pretty sure your kids will appreciate the earth being around a little longer to enjoy, and as a start (because we'd like to do more) 3% of sales will go to world wildlife fund.

and remember, there’s nothing wrong with a sleepy dreamer.