Introducing new kidswear brand Swedish Prettybluefox for SS15

Prettybluefox is a brand new children’s brand based in Stockholm, Sweden. The very first collection for Spring Summer 2015 offers timeless children’s fashion catering for boys and girls age 3 to 7. The founder and design behind the brand is originally British and she sent us the sweetest email along with these images -and how could we resist sharing them with you!?

Victoria about her new clothing line: “This is my first ever collection and I decided to keep it small and focused with a few key designs. All garments and illustrations are designed by myself and are 100% cotton. I want to design clothes for kids that are simple, with clean lines, key details and prints that are not too childish but still have an innocence to them. The clothes can be past down and still not look dated which helps the longevity of the clothes.”

The contemporary illustrations are inspired by kid’s fascination of what lies above and below those clouds that float by on a summer’s day. Soft colours of pink, blue & ivory complement the elegant shapes of the garments. Perfect for a summer’s play under the clouds.






The collection ‘Under the clouds’ for next Summer will be produced in Vietnam; Prettybluefox are only working with trusted suppliers, exclusively in small volumes and with small factories with firm policy on insuring their workers are happy, paid fairly and treated respectfully. This is very important to the brand.

See more about the newcomer on the kids fashion scene at

One thought on “Introducing new kidswear brand Swedish Prettybluefox for SS15

  1. I love it. A plain simple fresh summer look after all the glitz and spangles of the last few years.

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