Conventional cotton is grown with the use of more insecticides than any other single crop. The amount of pesticides sprayed on cotton fields each year accounts for over 10% of the pesticides and 25% of the insecticides used worldwide. Due to their size and rapid growth, children are the most vulnerable to the effects of pesticides. These harmful chemicals being used on cotton can easily be absorbed through baby’s skin. This exposure to pesticides during these critical periods of childhood development have been known to have significant health risks including birth defects, neurodevelopment delays, cognitive impairment and more. The more time I spent educating myself on the harmful effects of pesticides, the more concerned I became with the clothing being worn by the children close to me.
So, Why J Avenue?
Our brand uses organic cotton for all of our products. I have always had an interest in children’s clothing; everything looks cuter on little babies! Since moving to San Francisco and working for a children’s store that specialized in organic and natural products, I started to learn more about the importance of organic cotton, especially when it comes to dressing new babies. I started to notice that there were some brands who were on track with making clothes from organic cotton but felt like there was still a lack of updated and modern options available. Once I explained this to my brother Cote, we put our strengths together and created J Avenue with the mission to bring safe clothing options for your children, while still keeping it stylish.