Being featured on CNA Lifestyle was a meaningful moment for us at Nimbu—not because it adds visibility, but because it reflects a conversation we deeply care about: how families can rethink consumption in everyday life, starting with something as simple as children's clothing.
The Story Behind Nimbu
Nimbu was founded by Kriti Gupta, a Singapore-based mother of two and former sustainability professional, after she noticed something many parents quietly experience. Clothes that were bought with care, often worn only a few times, were quickly outgrown and left unused. It was a familiar cycle—one that didn't align with the sustainability values she had worked on for years in her professional life.
That tension became the starting point for Nimbu.
Instead of treating it as a small household inconvenience, she saw it as a larger opportunity: what if kidswear didn't have to follow a linear path of buy, wear, discard? What if it could circulate, evolve, and be reused without losing its value?
That question led to the creation of Nimbu in 2020.
A Circular Kidswear Model Built for Real Families
As highlighted by CNA Lifestyle, Nimbu is built around a simple but intentional idea—clothes should have more than one life. Through our buyback programme, parents can return outgrown garments and receive store credits to shop the next size up. Returned items are carefully assessed and resold through our preloved collection.
This isn’t just a resale system. It’s a shift in mindset.
Instead of viewing kidswear as short-term ownership, we encourage families to see it as part of a cycle. A favourite outfit doesn’t end when a child outgrows it—it continues its journey with another family. Over time, this reduces waste and makes thoughtful consumption more practical for everyday life.
Our collection spans newborns to 14 years, including casual wear and ethnic designs for occasions like Hari Raya, Deepavali, and Chinese New Year. These pieces are designed to be worn, loved, returned, and re-loved again.
Inspired by Singapore’s Multicultural Everyday Life
One of the most special aspects of Nimbu, as reflected in CNA’s feature, is how deeply it is influenced by Singapore’s cultural diversity. Living in a city where traditions are expressed so vividly through clothing and celebration naturally shaped how we design.
Our ethnic collections are among our most loved pieces—not just for festive occasions, but increasingly for everyday wear. Many families now buy these outfits with the intention of reusing them across siblings or returning them once outgrown, allowing another child to enjoy them next.
This gradual shift is important. It shows that sustainability doesn’t always need to feel like sacrifice. Sometimes, it simply needs to feel normal.
From Sustainability Work to Everyday Impact
Before starting Nimbu, Kriti spent over a decade working in sustainability and policy development in Singapore, including roles focused on large-scale environmental initiatives. But motherhood brought a different kind of clarity.
Seeing how quickly children’s clothing cycles repeat made the idea of overconsumption feel personal rather than abstract. It wasn’t about statistics anymore—it was about everyday life, closets, laundry baskets, and growing children.
Nimbu became a way to bridge that gap between professional sustainability thinking and lived reality at home. Not through perfection, but through practical design choices that make better habits easier for families.
Building While Parenting, Living While Learning
Running Nimbu full-time while raising two young children means life rarely fits into neat categories. As shared in the CNA Lifestyle feature, there is no strict separation between work and family—it is more fluid than that.
Some days are focused on operations, design, and production with artisan workshops in Jaipur. Other days revolve around school runs, family routines, and everything in between. Instead of chasing balance as a fixed point, Nimbu operates with flexibility at its core.
That same philosophy is reflected in the brand itself: clothing that adapts, circulates, and evolves instead of being fixed to one lifecycle.
A Growing Shift in How Families Think About Clothing
Being featured on CNA Lifestyle reinforced something we already see every day—parents are open to rethinking how kidswear works when the system makes it easier.
When returning clothes feels simple, when credit is part of the process, and when preloved items are treated with the same care as new ones, behaviour naturally starts to shift.
Nimbu is still growing, but the direction is clear. Families are beginning to see clothing not as something disposable, but as something shared across time.
And that shift, however small it starts, is what makes circular fashion meaningful in the real world.
Explore More from Nimbu
Discover how we are building a future of circular kidswear through design, culture, and conscious consumption.
Read the full CNA Lifestyle feature here →
Explore our collections and learn more about our Buy Use Return program, preloved pieces, and sustainable fashion philosophy at www.nimbu.sg.