Launching exclusively on GerberChildrenswear.com, Walmart.com and Amazon, the buttery soft line of rompers, pajamas, dresses and headbands is made with a more sustainably produced Viscose fiber, derived predominantly from natural eucalyptus. The new fabric option (95% viscose / 5% spandex) is the first offering of its kind for the brand.

“Our Softest Edit is a direct response to consumer demand from today’s parents for children’s apparel that is sustainably produced without sacrificing a softer, more comfortable feel,” said Maria Montano, president and CEO of Gerber Childrenswear. “Our design team has brought parents a conscious clothing option made from premium, high-quality materials perfect for any season and available at a great price point that fits any budget.”

Livaeco™ fibers are 100 percent sourced with ethical forestry practices and every garment made is fully traceable back to its origin. “Using Livaeco was a critical step in bringing this line to life. While there are currently viscose offerings on the market such as bamboo, Livaeco’s closed-loop process is a more sustainably friendly way to develop apparel,” said Elizabeth Melley, chief merchandising officer for Gerber Childrenswear.

“The association with Gerber is a step forward towards collaborating with like-minded global brands. Responsibly sourced from natural origin, Livaeco™ fiber are the best match for kids wear application, where comfort has to be the focal point”, said Rajnikant Sabnavis, Chief Marketing Officer, Birla Cellulose.