Oii Clothing for kids…

Oii is a Swedish fashion label for kids founded in Göteborg, with the vision to become a key player among the worlds top lifestyle kids brands.

Focusing on original patterns and sustainable production, Oii provides eco-conscious families with modern and edgy design flavored by Göteborg.

The leading theme is the playfulness of the sea, interpreted through a number of patterns and motives created by Swedish illustrator Beata Boucht, previously known for working with international brands like The New Yorker, Fendi and Levi’s. ”We fell in love with Beatas playful way of using different techniques and colors.” says Katarina Irenius, designer at Oii. ”Her quirky and amiable illustrations embody what we want Oii to be – a brand guided by happiness, not quite like everyone else.”

The color palette of the SS20 season is dominated by warm and earthy tones of red, orange and blue, complemented by subdued pastel hues. Based on the concept of quality over quantity, the collection consists of a variety of garments created with comfort and freedom of movement in mind, for all kids between 2-12 years. Key styles include printed jersey and denim sets.

Focusing on sustainability, the vast majority of the collection is made from recycled polyester and organic cotton. With the ambition to create long-lasting garments, Oii promotes a circular approach to consumption by encouraging its customers to take good care of the items, and pass them on once outgrown.

Kooky sailors and jellyfish, bursts of colour, statement ruffles and more, Scandi label, Oii is here to brighten their new season wardrobes with smile-worthy details they’ll adore!

A versatile bunch, boasting so much fun and comfort, be the first to find the perfect piece, whatever the weather, whatever the occasion.

The collection is exclusive to Alex and Alexa and can be viewed here >