we make buying basics for kids a lot more, well, basic.

At Fig, we’re on a mission to get back to basics in a way that’s better for all, and way more fun.

Fig grew out of a core belief that kids' clothes should be a joy to wear and free from planet-polluting toxins that can harm developing bodies. We have big dreams for a world where shopping sustainably is the standard. But eco-friendly doesn’t have to translate to bland and boring. Brighter days are ahead.

kidswear that stands up to life’s major moments

It was natural for us to start with underwear, the hardest-working item in a child’s wardrobe that is also closest to their most sensitive body parts. To us, the perfect pair of underwear is one you don’t have to think about.

We’ve spent years doing our homework so you don’t have to, and honestly, we’re pretty sure we’ve nailed it. We want to be the kidswear brand that you can come back to again and again, from the potty training years through their first day of middle school. Parenting is full of tough decisions. We hope we can at least make this part easy for you.

soft & sustainable. win win.

Getting dressed in the morning doesn’t have to be a battle. And making ethical choices as a parent shouldn’t require a PhD in reading fine print. That’s why we design our small-batch collections to help kids start their day with a smile, with clothes that are cozy, colorful, and undeniably cute – without being babyish – because fun shouldn’t stop at big kid sizes.

Everyone can breathe easier with basics made from ultra-soft 100% GOTS certified organic cotton, which naturally moves with the most active kids, and is spun to last through more than a few hundred trips through the washing machine. No air drying necessary - we’re realists over here!

hi! I’m Steffi, the founder of Fig.

When I couldn’t find an underwear brand that all three of my kids (and I) loved, I was inspired to create one myself. I soon learned that the U.S. is far behind when it comes to regulating potentially harmful chemicals in our clothing (banning 11 chemicals to the EU's regulation of over 1,328).

We all deserve the best when it comes to our kids, and this simply isn’t it. Everyone should have access to safer fashion and get to live in a world that puts kids' health and happiness first. One where clothes can be made clean and colorfully so children can conquer their world with curiosity and confidence. Where parents can worry less and focus more on fun. That’s the future Fig is all about.

  • Getting back to basics when it comes to fashion is actually pretty complicated. We’re intentional about crafting clothing that’s as gentle on the earth as it is on our skin.

    learn more about our sustainable vision