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About us was born as a website in 2015. As the market was very pink, blue and traditional at the time, was founded to rebel against genderized styles that seemed far astray from the founders’ aestheic and sought to give babies, mothers, dads(and their families) some cooler options, where they could show some attitude and have some fun. introduced baby clothes, women, dads clothes, and a range of fashion, with nods to art, design and culture. In 2017, opened its first brick and mortar shop in UK dedicated to fashion for kids 0-12 years, and then soon opened a second shop, extending the brand into women, dads, gear and toys. The mission was simple: Don’t let parents lose their cool shopping for babies and kids. Whereas super stores and websites offered tons of goods, they lacked style and perspective. worked to narrow the market, make shopping simpler and focused on parents and their unique needs. That meant pulling together an awesome selection of designers pulled from all over the world, amazing women, dad clothes and toys with spunk and spirit, a limited and hand chosen selection of the best gear, strollers and furniture and lots of service options to make it convenient to shop. In 2018 opened its boutique in uk, sitting alongside of fashion brands like Hermes, Ferragamo, Lululemon, DVF and Micahel Kors. at UK brings together the entire array of goods from gifts and fashion clothing and gear. also produces and distributes an award winning shoppable magazine, as well as in-store events connecting interesting artists and expereinces with kids and their families.

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