CWB editor Laura Turner selects five must-have children’s collections to get in store.
01: Lorna Murray™
AliOli Kids is now the exclusive agent for Lorna Murray™ (pictured above) for the UK and Europe. Launched internationally in 2019 by accomplished visual and textile artist Lorna Murray, the brand’s collection comprises an eclectic and innovative range of signature pleated hats that are foldable and packable, alongside chic, practical visors, versatile tote bags and other luxurious accessories including belts, caps and scarves. The look of Lorna Murray™ marries effortless glamour with a coastal bohemian sensibility. Designs focus on providing sun-safe yet stylish luxury accessories and art-inspired statements, with Murray’s core value of sustainability imbued in every aspect of the brand.
Wholesale enquiries: catherine@aliolikids.com
02: Happyology
British childrenswear brand Happyology caters to girls and boys aged newborn to 13 years. Founder and creative director, Jessie, who grew up in Asia in a family immersed in the fashion industry before studying science and engineering in the UK, leads a small design team in London that combines British heritage with European influences. Drawing inspiration from traditional crafts, including smocking and hand embroidery, the brand’s design signature is a harmonious balance of artistry and practicality. Happyology produces its collections in small batches, and gauging customer reaction to new ranges, it responds nimbly to demand to minimise wastage.
Wholesale enquiries: studio@happyology.co.uk
03: Småfolk
To mark its 20th anniversary, Danish childrenswear brand Småfolk has launched Småfolk Iconics, a permanent NOOS collection bringing together some of its most popular styles and prints from the past two decades. The collection pays tribute to Småfolk’s roots: playful, colourful childrenswear made for movement, imagination and everyday comfort. At the heart of the collection is the iconic apple print, a defining part of Småfolk’s identity since 2005, as well as the tractor print and strawberry print. The collection includes classic Småfolk silhouettes, from long-sleeved tops to leggings and one pieces, all crafted from organic cotton and Oeko-Tex Standard 100 certified materials.
Wholesale enquiries: michaela@smafolk.dk
04: Pure Earth Collection
Founded in 2018 by Emma Bianco, Pure Earth Collection is a multi-award-winning eco children’s brand that creates products using natural, sustainable and biodegradable materials with no nasty chemicals. New to the brand’s offer is an organic swimwear range for 0-12 years crafted from 98% organic cotton with just 2% Lycra. Pieces include swim nappies, costumes with bow details, swimming trunks and sun-safe long-sleeve swimwear, alongside coordinating styles for adults. Expect beachy prints with palm trees, turtles and monkeys in shades of green, yellow and swim-safe neon pink and orange.
Wholesale enquiries: emma@pureearthcollection.com
05: Ponpon
Launched in 2020 in Georgia by two mothers, Lika Ratiani and Ano Megrelishvili, Ponpon is a celebration of childhood in all its colour and chaos, from soft, playful clothing to handmade bags and jewellery. Designs blend comfort with imagination, featuring high-quality, breathable materials, playful patterns and careful detailing. Ponpon is designed for children aged 1-12 years. Sizing is intentionally flexible, with cuts that accommodate children’s natural movement and growth. From toddlers taking their first steps to older kids discovering their independence, Ponpon ensures every age and stage is met with comfort, ease and style.
Wholesale enquiries: ponpongeo@gmail.com