In 2026, Swedish childrenswear brand PO.P (Polarn O. Pyret) celebrates turning 50, marking a key milestone of dressing children in durable, weatherproof, and functional clothing designed to stand the test of time. To mark the occasion, PO.P is launching a limited collection highlighting the brand’s most iconic heroes, while also looking ahead with an even stronger emphasis on longevity and quality.
Since its founding in 1976, PO.P has had a clear focus. Children’s clothing should be designed with children in mind. It should withstand movement, play and all kinds of weather, while lasting over time. Garments that don’t restrict but enable. While the brand’s essence has stayed unchanged, its products have evolved with society, focusing consistently on quality, functionality, and sustainability.
PO.P has always ensured that more than one child wears each item of clothing. To celebrate the anniversary year, the brand has added a fourth line to the name label inside its garments. This small detail speaks volumes; the simple reason being that there was no longer enough space to record all the names of the children who have worn and cherished each garment. Today, 66% of PO.P’s outerwear passes through the hands of three or more children, making the company’s motto, “To be worn by at least three children,” more relevant than ever
Commenting is Sara Sjöberg, CEO of PO.P
“For us, quality is about responsibility. When garments are thoughtfully designed from the start, they can be used for a long time, by more people, and in different contexts. That builds trust with families and creates a brand that stands strong over time. Today, we clearly see how our offering meets a growing demand for sustainable premium products, which gives us the confidence to continue investing in the brand and in our growth going forward.”
Outerwear is one of PO.P’s most popular product categories. With timeless design, technical materials, carefully developed features and fits adapted to children’s movement, the brand creates garments that work in everyday life and last for generations. The principle remains the same now as it was then. Children should be able to play outdoors, whatever the weather. That requires clothing that can handle cold, snow, rain, wind and play from morning to evening.
PO.P 50 COLLECTION
As part of its anniversary celebrations, the brand launches the PO.P 50 COLLECTION, a limited-edition range paying tribute to the iconic garments that first put PO.P on the map. The collection reflects both the brand’s heritage and how far it has evolved over the past five decades.
PO.P will release new pieces throughout the year, starting this month with a celebratory drop that draws inspiration from its signature blue, red and white colour palette, and gives it a modern twist. The launch features hero blue-and-white striped sets, babygros and sleepsuits, alongside coordinating babygros and T-shirts showcasing the original 1976 ‘Polarn & Pyret’ logotype.
Looking ahead – at least 50 more years
PO.P creates garments that children can love for longer and share with more individuals, embodying the brand’s commitment to quality. With a renewed promise to continuously improve its products, the brand continues its journey with the same conviction as 50 years ago.
“For 50 years, PO.P has built its business on garments that stand the test of time – both in terms of quality and relevance,” concludes Sjöberg. “As we enter our anniversary year, we do so with a strong foundation and a clear focus on the future. By continuing to develop high-quality products with a long lifespan, we are creating the conditions for sustainable and profitable growth in both existing and new markets, over the next 50 years as well.”