Spotlight on: Anna, Founder of Earthlings United
“The world doesn’t need another kids brand. But it does need a better one”. This is the ethos behind Earthlings United and the vision of Anna Babidge, who founded the brand alongside her brother, Rick. The brand is on a mission to reduce clothing waste and drive positive environmental change with their range of comfortable and practical childrenswear.
We sit down with Anna and chat all things sustainable fashion—how she approaches the range, creates fabrics, and approaches production.
Let’s dive in.
Hi Anna, you founded Earthlings United with your brother, Rick. Sustainability is at the forefront of your message and everything you do. Was this a big part of your childhood or something you both came to appreciate later?
We grew up in a busy household of five kids, where avoiding waste was simply part of life, mostly driven by practicality and cost. It wasn’t until I began working in the fashion industry in New York that the environmental impact became clear to me. The waste was staggering warehouse sales, unsold stock, discarded samples. It became impossible to ignore. I knew I needed to work somewhere that aligned with my values, so I moved to Aesop. It was there I saw a business operate with people, planet, and profit in balance and I promised myself I’d never work for a profit-only brand again.
You have both come up with an amazing product, and something that not only has an impact on the planet but will help the wallets of parents too. As parents yourselves, how did this product idea come to be? Was there a lightbulb moment or was it a growing frustration over time?
The frustration began while working in fashion, I left the industry because I couldn’t stand the waste. Then, as new parents, we were equally frustrated by how quickly our kids grew out of clothes that had barely been worn. Living in New York, with its distinct seasons, made it even more obvious. Miss the window, and an outfit became useless.
The lightbulb moment came thanks to a single pair of pants my son wore at age one. They were soft, roomy, and somehow stayed in rotation; as pants at age two, a cropped style at age three, and eventually bedtime shorts by age five. I remember thinking: why can’t all kidswear evolve like this?
The idea that your children’s clothing can fit them for up to four years may seem unbelievable to some, especially when kids seem to outgrow everything so quickly. What are some of your favourite design features that make your products so innovative?
Our favourite is the Long Short, it was the very first piece we designed and the spark for the entire brand. We also love the adjustable cuffs on our Sweaters and Pants, which have become a signature feature. Every detail is intentional, made to accommodate growth without compromising comfort or style.
You touch a lot on the term ‘thoughtful production’ on your socials. How important is this practice to you?
It’s everything. We always say ‘the world doesn’t need another kids’ clothing brand, but it does need a better one’. There’s no point in building a business unless it offers something meaningfully better than what already exists.
For us, that means using organic cotton that biodegrades, natural mineral dyes that don’t pollute waterways, and choosing production partners who share our values. Our factories source materials locally, recycle dye water, and operate more like family than facilities. Being a newer brand meant we could embed responsible practices into every decision from day one and we’re not interested in doing it any other way.
You protested Black Friday by not only closing your online store but also taping up the shopfront of your store in Bondi. What are your top tips for consumers on how they can stay mindful during the craziness of sales periods?
Pause. Then pause again.
We’re not against sales, but we do believe in conscious consumption. If you’ve been eyeing something for a while and it’s now on sale, great. But don’t let a discount become an impulse buy that ends up barely worn.
I guess my tip would be, when you see something you like, wait a couple of days. If you’re still thinking about it, ask yourself: would I want this at full price? How often would it be used? You could also make a list in the months leading up to Black Friday. Shop with intention, not adrenaline.
Earthlings United products are produced in Portugal. What are your biggest non-negotiables when finding a manufacturer?
Values alignment, always. Using organic cotton isn’t enough on its own, we want to see responsible practices throughout the entire production process. Do they use solar power? Do they recycle their dye water? Are they using compostable or recycled polybags? Do they talk about their team with respect?
You can usually tell in the first meeting. The founders talk about impact the same way we do. It’s a gut feeling and we trust that.
The Earthlings United colour range, all made using natural mineral dyes.
All your products are dyed with natural mineral dyes. Can you tell us a bit about this process and how it influences the colour palette of your range?
Our clothes are coloured using natural mineral dyes sourced from the Earth with a guaranteed absence of harmful chemicals. This dyeing process is the result of years of research, designed to achieve the highest level of sustainability in garment production from start to finish.
Minerals like Hematite create our pinks, Chromite gives us soft earthy greens, and Nickel Copper brings out our beautiful blues. These elements not only provide a unique depth to each shade, but they also result in naturally muted tones that feel grounded and unlike anything created with synthetic dyes.
We believe the path forward lies in the intersection of design innovation and conscious consumer behaviour. To truly address the climate crisis, we need to reimagine not just how things are made but how, and why, we buy them.
Finally, for businesses who are looking to shift their practices and contribute to a more sustainable future, what are your top tips in terms of knowing where to start?
Map your supply chains and calculate your total company emissions. It sounds daunting, but you need to be honest with yourself from the start.
Break your larger goals down into small actionable steps makes a huge difference otherwise it all seems too overwhelming.
Start with some easy wins like switching out your packaging or removing single use plastic from the office that will boost morale inspire the team and create momentum.
Most importantly: be transparent. Share where you are now, where you want to be, and how you plan to get there. Customers don’t expect perfection, they value honesty, and they’ll come along for the ride if they trust you.
If you’ve been inspired by the Earthlings United story, be sure to check out their full product range on their website.
For media enquiries or to view and download Earthlings United’s press-ready images, please visit their Flaunter profile.
