Ammehoela

Ammehoela’s founders, Anouk Bindels and Sabine Disveld, drew on their textile industry experience to start the brand with a focus on sustainable, creative, and responsible production. They aim for both commercial success and a positive impact, encouraging ethical and sustainable industry practices.

Ammehoela is GOTS certified. This assures that part of their collection is ethically produced.

The certificate verifies that clothes meet high social standards, like fair wages, safe work conditions, and no child labour.

As mothers, Anouk and Sabine also give back through their collection. For every item sold, they donate one to the Stichting Babyspullen foundation in the Netherlands, helping local children in need.

Ammehoela’s kids’ line mainly uses organic cotton, which is grown with less water and no harmful pesticides. Their products also carry the GOTS label, ensuring no dangerous chemicals in production and safe manufacturing conditions.

However, their collection includes items like polyester coats and sequined party wear, which aren’t biodegradable and shed microplastics when washed. They also use fabric blends, like organic cotton mixed with elastane, which are hard to recycle.

Ammehoela doesn’t disclose specific details about the sourcing of their materials or their production locations.

The brand has stores worldwide, including in New Zealand, the USA, Canada, Europe, and Asia, but don’t share details about their shipping methods or packaging materials.

Ammehoela’s collection includes items with a high percentage of synthetic materials, making them hard to recycle. Items made from natural materials like organic cotton are more recyclable, helping the brand be more sustainable. COSH! advises checking labels for recyclability.

The founders aim to increase production of fully organic and recycled material collections in the future.

Information on the sourcing of materials and production sites are not available, making it difficult to calculate the length and impact of Ammehoela’s supply chain.

COSH! suspects that part of its production takes place in China and that the brand therefore has a long supply chain.

Ammehoela does not use any animal materials in their products, making it a vegan brand in theory.

Ammehoela children’s clothing is for both boys and girls. The collections have different themes and are always full of cheerful and cool items that can be worn unisex and are ideal for mixing & matching. The fits are relaxed and comfortable, perfect for kids who want to discover the world through play.

Customers can find detailed care information on each product page, although no repair service is offered.

Ammehoela does not score very well in terms of transparency, as there is little information available about the origin of the materials and the production locations. This makes it difficult to ascertain how sustainable and ethical the brand is. 

The brand clearly has room for improvement in terms of transparency. Sharing the GOTS certificate would already be a positive addition, for example.