Homegrown children’s clothing brand Big & Small Co. believes in starting ’em young. Collaborating with the World Wide Fund for Nature (WWF-Philippines) for its newest apparel collection, the company hopes to mold a new breed of environmentalists who will usher in a new “cultural revolution” to save the planet.

“We’d like to communicate to moms that we can teach our kids at an early age the importance of caring for our environment,” says Big & Small Co. president Joanna Duarte.

The kiddie tops–sold at Big & Small, Spin, and Orange Juice–impart strong messages about the environment, but in a witty manner: “Dugongs deserve better! Don’t give them a hard time!” and “Stop the whale sharks from wailing!” are just some of the taglines imprinted on these shirts. More than just slogans, they hope to bring the message across in a language kids understand without talking down to them.

“Forward-thinking companies like the Big & Small Co. display brand leadership through vision, innovation, and a responsibility to the environment. Hopefully, the effects will trickle down when the children grow up,” says Susan Roxas, marketing and corporate relations head of WWF.

Recent studies from the WWF have shown that global temperature is rising at an alarming level resulting in rapidly thinning forests and more endangered animals. With one-third of Pinoys younger than 15, there’s an urgent need to find environmental heroes in the next generation.

Green in every way
Imparting earth-loving messages and sensible tips on reducing carbon footprint through apparel doesn’t just stop there. Big&Small Co. hopes to take its eco-friendly campaign a notch higher by ensuring that its operations adhere to eco-friendly standards.

WWF–which has worked with Philippine corporations to assess the life-cycle impact of their products on natural resources, climate change, human health, and local biodiversity–will measure the ecological footprint of Big&Small, from sourcing out raw materials to manufacturing, transportation to waste processing and disposal.

Pinoy brands like Big&Small Co. show that every effort, no matter how small, counts in the move to save the earth.

Related earth-loving stories:
Pinoy jeepney goes green
Walk the green mile with Haribon, Ipanema
Greener Philippines with Luntian bags
Making bags out of newspapers
Giant clams find a home in Pico de Loro
Female-powered green revolution