Local, Ethical, Comfy: Free Label Has Our Attention
One of the the mamas in our community shared on our community whatsapp about local company, Free Label, and not having heard of them before, I felt like they were worth a shout out (thanks V!). Free Label isn’t your average fashion label; think of it as the antidote to fast fashion headaches. Founded in 2015, based here in Vancouver, British Columbia, and run by a fellow (currently postpartum) mom, this small but mighty clothing brand makes comfy, stylish everyday staples - but with ethics hardwired into the DNA. In fact, owner Jess recently announced they’re pausing U.S. shipping - not just because of tariffs, but because they don’t want their dollars funding a government that doesn’t align with their values. Bold move. Which means now’s a pretty great time for us Canadians (and especially Vancouver moms) to show up for a local, mom-run brand that’s walking the talk and making clothes that actually make sense for real life.
At a time when so many labels chase trends at the expense of workers and the planet, Free Label doubles down on sustainable, thoughtful production. Every garment isn’t just designed in Canada - it’s cut and sewn locally in Toronto and Vancouver. That means less shipping pollution, more oversight of working conditions, and fair pay for the folks stitching your clothes.
Why Free Label is a good fit for new moms
Materials matter, and Free Label doesn’t play games. They lean into natural, eco-friendly fabrics like organic cotton, bamboo, linen, and custom-milled lyocell - soft, breathable, and built to last. In other words, perfect for new mom life when you want to feel cosy, relaxed, and in good care. And packaging? 100% home compostable. Basically, they want you feeling good inside and out.
Not only do they put out fun and relatable social media content, they pride themselves on size inclusivity (XS–5X), small batch runs, and honest business practices. Their products aren’t cheap… but how can they be if you’re paying people fairly. No shady offshore factories here - just pieces that feel like a hug, look great, and (bonus) stand up to repeat wear.
Shopping with Free Label isn’t just about clothes - it’s about supporting a family-run brand rooted in compassion, integrity, community, and environmental smarts. Whether you’re building a more ethical wardrobe, looking to shop Canadian, or just want functional basics that treat people and the planet with respect, Free Label is a Vancouver gem worth knowing about.
Wanna check ’em out? Their office is in Vancouver, but their main digs are online (free shipping over $250). Go check ‘em out!
Three items that should be part of your capsule:
🖤 Dani Bra – This is one of Free Label’s cult staples - soft, breathable, supportive without digging in, and roomy enough to feel comfy during long days with a little one. Great for postpartum recovery or breastfeeding if you like gentle support without crazy hardware.
🖤 Billie Lounge Set – This is the “lounge outfit that actually goes places.” With a high-rise waist, gentle wide leg and practical pockets, you can roll out of bed, chase your toddler, and still feel put together. These sets are comfy enough for all-day wear and maternity friendly, which makes them a sleep-to-errands staple for new moms growing into their postpartum style.
🖤 Organic Cotton Cora Shacket – Like a button-up shirt, but better. The Cora is an oversized, relaxed-fit shacket, perfect for layering over tees, tanks, and nursing tops, helping you easily transition from playground hangs to the brewery.
P.S. They’re Frieda Jumpsuit is open for pre-order TODAY (for a couple of days only!), and is especially made to consider changes in weight, pregnancy & breastfeeding!
