The front page includes a large number of sustainability keywords (hovering on the "Natural pure" card reveals the text: "WE ONLY USE NATURAL FIBERS / *PURE / *CLEAN / *SUSTAINABLE"): "natural fibers", "pure", "clean", "sustainable". There are also badges for Global Organic Textile Standard (GOTS) and World FairTrade Organization. These all combine to function as appeals to authority -- particularly in the case of the global certification standards -- in support of purity claims. Since this is a baby clothing company, the notion of purity is closely linked here (metaphorically) to the baby as pure, sensitive, in need of nurturing and care.