Our Story

Sustainability

To create baby products that honour the earth, protect future generations, and nurture the dignity of every hand that touches them—from seed to stitch. Rooted in natural fibres, traditional craftsmanship, and regenerative principles, we design with care, not just for babies—but for the people, land, and systems that sustain life.

We are committed to:

  • Using the finest threads, as close to natural as possible, non-toxic, and biodegradable materials that are gentle on skin and kind to the planet

  • Supporting artisanal skills and ethical livelihoods, especially in communities impacted by colonial legacies

  • Embracing circularity and slow production, so nothing is rushed, wasted, or taken for granted

  • Creating beautiful, tactile essentials that connect families to the rhythms of nature and the wisdom of tradition

  • Building a brand that stands for justice, inclusion, and intergenerational care

Because every thread matters.

Nafi was formed out of the idea that the clothes we make for the next generation should reflect the world we want to pass down to them.

As parents, grandparents, aunts, uncles and friends, we want the best for the little ones in our lives, and this includes the best essentials they’ll be using every day.

That’s why we set out to create safe, comfortable and affordable pieces for babies that support a healthier planet for them to call home.

Brand Ethos

Nafi follows a ‘windows of vitality’ philosophy that balances environmental and social sustainability to achieve long-lasting transformation. Our textiles replenish nature in fibre-producing landscapes and ensure the resilience of farmer livelihoods.

Nafi's Commitment to Sustainability

At Nafi, we believe that true beauty intertwines with responsibility. Our journey begins with the earth, selecting only the finest organic and biodegradable materials that honour our planet's resources. Each piece is crafted with care, embracing traditional techniques that celebrate cultural heritage and artisanal skill. By fostering transparent partnerships with our artisans, we ensure fair practices and mutual respect. Our designs are timeless, created to be cherished across generations, promoting a cycle of mindful consumption. With Nafi, you choose more than a product—you embrace a philosophy where elegance meets ethics, and fashion becomes a force for positive change.

What this means in practice

Our naturally coloured cotton from Pakistan and heritage wool from the UK are produced following sustainable practices under ethical working conditions. Cotton and wool are versatile natural fibres that support hundreds of thousands of livelihoods across the globe. Rather than look to new synthetic materials, we work directly with producers to transform existing fibre supply chains. Together, we are making them more sustainable for both nature and farmers.

By purchasing a cotton or wool piece from Nafi, you’re making a real difference in your little one’s life — and in the lives of all the producers who farmed the materials