Emilee Hobbs, a TikTok influencer from Georgia, proudly identifies as a “Bamboo Mom.” Recently, brands selling bamboo fiber baby clothes have gained popularity, giving rise to a dedicated group of “Bamboo Moms” who exclusively dress their children in this fabric. Hobbs owns an impressive 120 pieces of bamboo pajamas, priced between $32 and $38 from brands like Bums & Roses, Posh Peanut, and Kyte Baby, compared to the $12 to $15 typical for Carter’s onesies.
Hobbs’ mother, a neonatal intensive care nurse, initially purchased the onesies for her son, who has eczema-prone skin. According to Hobbs, the Bamboo Mom community understands the value of these clothes, even if others question the high cost. “It’s different when you’re surrounded by like-minded people,” she said.
Despite her loyalty to bamboo brands, Hobbs is reconsidering her support for Kyte Baby after recent controversies. Kyte Baby, which gained popularity through endorsements by momfluencers, faced backlash after it denied an employee’s request to work from home to care for a baby in the NICU. The company’s initial apology was criticized as insincere, leading to a second, more genuine apology from founder Ying Liu. The negative response was swift and intense, with some fans taking drastic actions like throwing Kyte Baby items into the snow.
While Hobbs is reluctant to buy from Kyte Baby again, she acknowledges that many other mothers plan to keep their existing purchases. “My mother and I have invested a lot in Kyte Baby, and I can’t just waste all that money,” Hobbs shared in a TikTok video that garnered nearly 2.5 million views.
For many, being a Bamboo Mom extends beyond just a consumer choice—it’s a part of their identity. According to Jacqueline Babb, a senior marketing lecturer at Northwestern University, designer children’s pajamas serve as more than status symbols. They reflect a mother’s commitment to providing the best for her child and projecting that image on social media.
Bamboo clothing is praised for being soft, cooler than cotton, and gentle on the skin. Kyte Baby, with its soothing pastels and whimsical prints, has become a leader in the bamboo market. Sunni Son from Arkansas, who was introduced to bamboo clothing through a baby shower gift, now buys most of her bamboo items secondhand. She noticed the brand’s intense following, especially Kyte Baby’s, which has a Facebook group with over 100,000 members sharing tips on sales and product releases.
Similar to collectible items like Beanie Babies, Kyte Baby creates urgency by announcing when certain colors will be retired, leading to increased purchasing frenzy. Hobbs’ favorite brand, Little Sleepies, recently collaborated with Monsters Inc., and its items are reselling for up to $100.
Bamboo clothing has become a popular choice for baby showers and is often featured in influencer hauls on social media. The U.S. baby apparel market is expected to grow from $64.64 billion in 2023 to $95.22 billion by 2030, driven by social media influence and demand for fashionable, sustainable clothing.
Brands like Kyte Baby have capitalized on social media, with ambassadors earning rewards for posting product photos. However, the company’s recent issues highlight broader concerns about parental leave policies in the U.S. Babb emphasizes that brands created by moms should advocate for working mothers and support policies like paid family leave.
Despite the controversy, Hobbs and other Bamboo Moms have plenty of alternative brands to explore. “I’ve discovered many small brands this week,” Hobbs said. “Our bamboo journey isn’t over yet.”