My 1st Years qZERO®
Sustainability Score
Founded in 2010 in the UK, My 1st Years was created to celebrate life’s earliest milestones with thoughtful, personalised gifts for babies and young children. From embroidered blankets and clothing to keepsake toys and nursery essentials, the brand has built its reputation on quality, craftsmanship and meaningful design.
Personalisation sits at the heart of its innovation. By creating items specifically for someone's child, My 1st Years encourages products to be treasured, reused, and passed on rather than quickly replaced. This focus on longevity supports more responsible consumption and helps families choose pieces that last beyond a single season.
According to the company’s published information, the business is taking steps to improve material selection, packaging, and supply chain oversight, while providing clearer updates on its progress. In a market where claims can often be vague, transparent updates and specific commitments matter. My 1st Years positions itself as a brand that combines heartfelt gifting with practical steps towards lower-impact production and long-term value.
My 1st Years business sustainability position is in line with average compared to other companies in the Clothing, Shoes & Accessories.
My 1st Years positioning within the Clothing, Shoes & Accessories
My 1st Years by MY 1ST YEARS LIMITED offers personalised baby and children’s gifts designed to mark life’s earliest milestones. The collection includes embroidered clothing, organic cotton babywear, soft toys, wooden toys, blankets, nursery accessories, keepsake boxes, books and school bags. Many items can be customised with a child’s name or initials, transforming practical essentials into meaningful keepsakes. The brand sells directly online, making it simple for families and gift-givers to choose, personalise and send items for newborn arrivals, birthdays and special occasions.
The brand offers a wide range of price points and focuses on product longevity. Personalisation plays a central role: when a child’s name is added, items are more likely to be kept, reused or passed down, rather than quickly replaced. According to its published sustainability information, the company is increasing the use of organic cotton in selected ranges and reviewing packaging and sourcing practices. For shoppers, this means the option to choose durable, practical pieces with longer life and emotional value, helping balance upfront cost with long-term use and reduced waste.
My 1st Years is at a developing stage in its environmental journey. Based on publicly available information, the brand recognises that weather extremes, supply chain disruption and resource use can affect long-term business resilience. This awareness is an important first step. The company has begun reviewing materials, packaging and operational impacts, and highlights increased use of organic cotton in selected ranges.
However, clearer data on total emissions, defined reporting boundaries and a time-bound reduction pathway would strengthen trust. Under evolving EU guidance on environmental claims, detailed measurement and transparent progress reporting are becoming essential. For shoppers, confidence, consistent updates, and measurable goals will be key indicators of progress.
My 1st Years is built around celebrating children and families, and this naturally places inclusion at the heart of its brand story. A family-focused business has an opportunity to reflect the diversity of modern parents, carers and communities in its products, imagery and workplace culture. Public information indicates awareness of fair and responsible working practices, particularly regarding product safety and sourcing standards.
That said, there is limited detailed public reporting on diversity metrics, pay equity or structured inclusion targets. As expectations increase across the UK and EU for clearer, evidence-based disclosure, measurable goals and transparent updates will become increasingly important.
Strongest signals include a clear family-first brand identity and responsible sourcing principles. Areas to strengthen include publishing time-bound diversity commitments, leadership accountability measures and regular progress reporting.
For shoppers who value fairness as well as quality, visible action and transparent reporting will be key to building long-term trust.
My 1st Years presents a solid governance foundation, with visible commitment to compliance, ethical standards and open communication. Publicly available information suggests that the company maintains clear policies and structured internal processes, thereby helping to build trust among customers, suppliers, and partners. Transparency is a positive signal, particularly at a time when consumers expect clear, evidence-based communication around environmental and social performance.
Where the picture is less developed is in long-term resilience planning. There is limited public information on how the business prepares for supply chain disruptions, regulatory changes, or evolving consumer expectations. As sustainability-related regulation strengthens across the UK and EU, forward-looking risk management and measurable targets will become increasingly important. Strengthening these areas would help translate today’s governance strengths into durable, future-ready performance.
My 1st Years stands out for turning everyday baby essentials into personalised keepsakes. Its core strength is high-quality embroidery and customisation, completed in-house, that transforms clothing, blankets, and toys into meaningful gifts for one child. This personal touch encourages longer use, emotional attachment and passing items on, rather than short-term buying. Additionally, the brand highlights its selective use of organic cotton and its focus on durable design. For shoppers, the unique value lies in combining thoughtful gifting, quality craftsmanship and longer product life — creating pieces that feel special today and remain valued tomorrow.
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