Varda Halpert Messer is not a tree-hugger. So when the sleek Israeli businesswoman began designing, manufacturing and marketing organic baby clothing made from 100% color grown (non-dyed) and natural dye cottons, it was because she needed to push herself to outer limits.

"You reach a point in life when you say: 'I have enough. My kids have enough. It's time to do something from the heart.' It's not enough to work. You have to have something that's extraordinary for the soul."

The 'good for the soul' venture turned out to be a carefully planned out, closely monitored family-owned line of clothing for children and babies. From selecting cotton for product use to choosing natural-only dyes to traveling to factory sites to ensure fair labor practices are in place, her company "runs with the pack" when it comes to setting standards for today's new eco-minded, boutique buying consumers. 

Messer and her team entered into the organic clothing market to effect change. B nature adheres to fair labor practices, has secured organic certification, belongs to the Organic Trade Association and is currently applying for Fair Trade Certification.

What does that mean for the consumer and for the end user, namely the little ones in our lives? It means less pollutants in the environment, baby clothing made without harsh chemicals, and high quality softer material. 

"People are more aware of organic and environment than other people realize," Jenny Cudmore, owner of Crunchy Granola Baby Boutique in Salem, Massachusetts says. "They buy organic clothing for all environmental, quality, baby skin sensitivity issues. A man came in yesterday who is definitely not crunchy but he saw something on the news about how dangerous flame retardant chemicals in pajamas are. He bought B nature pajamas because of what he saw on the news."

Consumers these days are increasingly searching for healthy alternatives to standard chemical and pesticide treated cottons used in most of the clothing we wear. When it comes to choosing apparel for our babies and children, factors like sensitive skin and allergies enter into the purchase decision making process when considering the fact that standard manufacture cotton clothing is chemically laden with skin irritants and carcinogens that can damage vulnerable nervous systems.

100% Organic cotton garments are grown without sythetic pesticides or processed with harsh dyes. That means purer fabric next to baby's skin plus a better for the environment product: with 100% organic clothing, fewer chemicals are absorbed into our air, water and soil, less soil damage or "dead dirt" — a factor that decreases water retention — is produced and there's less water waste. 

100% organic clothing naturally dyed or "color grown" further cuts down on harsh chemical additives generally found in children and baby toys. What is color grown? Generally it's cross pollinated cotton with strong fibers marked by subtle, earthy browns, greens, and unbleached whites. They are the natural colors of cotton that deepen with washing. Fabrics incorporating color grown, organic cotton tend to be extremely soft and durable and when dressing our children, that makes sense.