Built on a heartfelt childhood memory and fuelled by a passion for thoughtful, sustainable design, childrenswear brand Cozy Crew Club has quickly become a favourite among families seeking softness, warmth, and a sense of togetherness in every stitch. CWB speaks to founder Conor Jaafari to discover the story behind the brand – the journey from a simple idea to a flourishing label – and the values that continue to shape Cozy Crew Club’s unique approach to childrenswear.
Cozy Crew Club originated from a deeply personal place in the life of founder Conor Jaafari. As a child, Jaafari cherished a multi coloured teddy bear that was more than just a toy; it represented comfort, warmth and security. This lasting sense of cosiness inspired the brand’s ethos, highlighting how even the simplest things can profoundly shape childhood experiences. As well as becoming the inspiration for the business, the teddy bear itself became the brand’s signature motif, symbolising that feeling of being safe and loved, and passing it on to babies and children through thoughtfully made products.
Yet, the concept of cosiness at Cozy Crew Club extends beyond children. The brand recognises that adults also seek that same sense of calm, comfort and connection, aiming to foster a lifestyle that unites families in shared cosy moments. This philosophy is reflected in the brand’s name – Cozy Crew Club – which embodies a feeling, a sense of community, and pays homage to the beloved teddy bear that sparked the brand’s journey back in 2020.
“It started small, right from my parents’ conservatory,” says Jaafari, as he reflects on the brand’s early days. “I was completely self-taught, figuring everything out from scratch, driven by passion and a whole lot of late nights. Our very first product was a baby blanket; just one style in two colours, blue and pink. It featured an embroidered version of my childhood teddy bear, the same one that inspired the entire brand. That blanket became our first collection. It might have been tiny, but it was my first real step into the baby industry – my first chip at it, as I like to say. I still have one of those original blankets today, and it’s a constant reminder of where we started and how far we’ve come.”
From that single blanket, the vision began to grow, and so did the product range.
Today, the Cozy Crew Club offers a diverse selection that includes newborn sleepsuits, toddler tracksuits and the popular matching Mum & Mini pyjama sets. With sizing accommodating children from newborn up to age eight years, Cozy Crew Club accompanies its customers through various early stages of childhood.
The brand’s aesthetic is also defined by its cosy, playful and modern sensibility. With a commitment to making “coziness look cool,” each piece is designed with comfort as its foundation, featuring a soft, neutral colour palette and timeless silhouettes that remain fun and fresh. The brand’s choice of materials plays an integral role in the design, too.
“We’re really intentional about the materials we use,” confirms Jaafari. “Sustainability is at the heart of everything we do, not just for this generation of little ones, but for the generations to come. We work with eco-conscious fabrics like bamboo and organic cotton, which are not only incredibly soft and gentle on delicate skin but also better for the planet. I’m mindful of the impact fast fashion has on landfill, especially when it comes to kids’ clothing. That’s why we design pieces that are made to last, be repurposed, handed down, and cherished – not thrown away.
“We’re also constantly reviewing our packaging and processes to minimise waste. It takes more time, effort and cost, but we believe it’s worth it to build something that lasts, both for our customers and the planet. As we grow, there’s always pressure to scale quickly, but we’re really mindful about doing it the right way. Sustainability isn’t just a checkbox for us, it’s something we’ve committed to from day one.”
Although personalisation is now a large part of Cozy Crew Club’s business, it wasn’t part of the original plan.
When the brand first launched, Jaafari began receiving direct messages from customers asking if products could be personalised. Initially, he was apprehensive, recognising that customisation would add extra steps, time and complexity – especially as he was handling everything himself. However, the growing interest encouraged him to embrace the challenge.
“I taught myself embroidery from scratch, and let me tell you, it was a minefield at first. But it paid off. There’s something really special about giving a baby or child a piece that’s just for them, with their name stitched in. It becomes a keepsake, something that holds meaning for years to come. The initial response was amazing, so we made it a permanent part of the brand – shout-out to our head of embroidery, Sarah, who made it what it is today.
“Now, over 40% of our products can be personalised, with a variety of fonts and thread colours to choose from. Our most popular is the Bear Frill Blanket with a name embroidered on it; it’s such a beautiful gift that parents really treasure. It’s those little personal touches that help us create moments of real connection, and that’s what Cozy Crew is all about.”
Wholesale represents an exciting part of Cozy Crew Club’s growth, allowing the brand to extend its signature sense of comfort and community into physical retail settings.
By collaborating with key retail partners such as Casa Childrenswear, Cozy Crew Club has been able to translate its ethos of warmth and togetherness beyond the digital space, offering in-store experiences that resonate with families. As Casa Childrenswear continues to expand its presence, Cozy Crew Club remains committed to supporting this journey, ensuring that the essence of its brand is represented wherever its products are found.
Jaafari notes that his perspective on childrenswear has evolved since starting the company. While he isn’t a parent himself, sizing the latest Cozy Crew Club collection on his young niece, Selena, has given him valuable insight into what truly matters in childrenswear – comfort, quality, and the joy of seeing little ones feel their best.
“Fit is everything, especially for little ones who are constantly growing and moving,” he says. “I’ve come to understand how important function is, from quick changes to softness against sensitive skin, as well as how much style plays a role for today’s modern parents. Trends change fast, and parents want pieces that feel both practical and fresh.
“A big part of my growth has come from learning from others, and I have to give a special shout-out to my mentor, Nicola Perring, from The Nest. She’s taught me so much about the pillars of building a sustainable and thoughtful baby brand. The Nest is an amazing hub for founders in this space, and it’s helped shape the way I approach Cozy Crew, from design through to values.”
The future
Jaafari believes Cozy Crew Club is just beginning to realise its full potential. While the company has made significant strides in establishing itself within the UK market, international expansion is a key objective on the horizon, with Cozy Crew Club poised to broaden its reach and continue its mission of delivering comfort, connection and thoughtful design to families worldwide.
There are also plans to expand the brand’s knitwear collection, which has consistently been a hit with customers and poses huge potential for the brand. Reflecting on the business as a whole, Jaafari highlights one of the achievements he is most proud of – the growth of the Cozy Crew Club team. “They truly are the heart and soul of the brand,” he concludes. “Investing in them is just as important as investing in new collections. The future feels big, and we’re just warming up.”