Our Brands
We don't stock everything. We stock what we'd buy for the kids we know, Dylan included, and then we make every brand earn its place.
Dylan has opinions. So does our panel of equally opinionated small people. Every brand here has been worn, washed and argued over before it reaches you.
How we choose
01
Made by people, not marketing departments
Most of our brands were started by parents or makers who couldn't find what they wanted, so they made it.
02
Hard to find here
Mostly independent North American labels that UK families can't easily buy, plus a few from closer to home.
03
Design first
Original artwork and a real point of view. If it looks like everything on the high street, it doesn't make the cut.
04
Made to be handed down
We look at the fabric, the seams, the zips and how it survives the wash, not just the photo.
05
Tested by Dylan
Boys and unisex pieces get worn and judged by Dylan. Girls pieces go to a panel of equally opinionated small people.
We say no a lot. We've turned down brands we genuinely liked because they didn't fit what we're building.
The brands
Bellabu Bear
Costa Mesa, USA
Bamboo pyjamas and pants, started by a mum chasing a good night's sleep for her toddler. Soft, tag-free and Oeko-Tex certified.
Sweet Bamboo
Carlsbad, USA
Bamboo trunks and briefs for the kids who notice a scratchy seam from across the room.
Dream Big Little Co.
Tucson, USA
A small family brand making bamboo pyjamas and pants, with a lot of imagination in the prints.
Up & Away
Los Angeles, USA
Novelty bomber jackets made in LA's Fashion District since 1993. Space, aviation and STEM, with patches you'll want to look at for years.
Orangeheat
Venice Beach, USA
Art-first tees, hand-printed by a musician who started printing because the high street wouldn't do.
Hindbag
Paris, France
French bags made in Delhi from GOTS-certified organic cotton. Pam carries one every day.
Fluf
Toronto, Canada
Organic cotton backpacks and lunch bags, built to be washed, reused and handed down.
Oaki
Salt Lake City, USA
Seam-sealed rain shells from a mum who couldn't find gear tough enough for her twins.
Grass & Air
Manchester, UK
Waterproof raincoats for the weather we actually get. Dry first, good-looking second.
The QT
UK
GOTS organic cotton with reinforced knees, from a brand that knows kids don't stay still.
It's In My Jeans
London, UK
Grown-up denim, kid-sized. Designed in London and made to order in small batches.
Are you a brand?
We're always looking, just not for everything. If you make something independent, well made and original for kids aged 2 and up, we'd love to hear from you. We're especially interested in brands that aren't already sold everywhere in the UK.
Tell us who you are, where you're based and where you're already stocked.