I’m a pretty picky person, and although there are some lovely brands around that specifically make garments ‘cut for cloth’, I felt there was still a gap in the market to explore an understated streetwear aesthetic. I was also becoming increasingly annoyed with the whole “girls” sections and “boys” sections when shopping online for clothes. There is absolutely no practical reason for babies and toddlers clothing to be segmented into gender, children at that age are basically the same shape, fit wise. In my mind, this division is completely unnecessary.

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