Founder's Story

I am an engineer and I spent most of my career using my knowledge to help prevent environmental disasters. But as a mother there is one thing I felt powerless to fix - a huge mountain of clothes that ends up in landfills each and every day. Especially children’s clothes.

The equivalent of one truckload every second.

In a world where it takes approximately 3,900 litres of fresh water to produce one pair of jeans and where the fashion industry is responsible for 10% of carbon emissions (more than all international flights and shipping combined), this truly matters.

As a parent - this is not the world I want my children to grow up in.

And yet, I still want convenience and choice and to be able to express my children’s individuality through their clothing.

That is how the idea for 9plus1 was born.

A few years on, and I am so happy to be able to bring to you the baby clothes that are good for your little one and the environment.

Hele Väärsi, Co-founder of 9plus1




BE KIND. ALWAYS.