KEA + JOBY

From the creators of KEA + JOBY: "When we first started shopping for our children, we quickly discovered that we couldn't find any kids' clothes that seemed to reflect their personalities: sophisticated, smart, but relaxed. What we did discover was that ducks and rabbits and ladybugs and frogs are cute sometimes, but are overwhelming in large numbers. We also found that the makers of most kids' clothes have a manic phobia of simplicity. They refuse to leave well enough alone. Just when you think you've finally found that perfectly nice, sporty, classic T-shirt they corrupt it with the manufacturer's name or insignia, often written so large you can barely see your child through the haze of free advertising.

We knew we didn't want some faceless company with thousands of stores and millions of customers dictating who our children should be. We want them to be themselves. We want simple, stylish and comfortable clothes that allow their individuality to shine through. We want practicality and versatility - clothes that can be worn from the playground to a birthday party.

KEA + JOBY is committed to our vision of modernizing children's everyday wear by creating comfortable, hip and casual clothes at a sensible price."