Swedish clothing brand me&I have actually been going for nearly a decade, but available in the UK for less time – we first spotted their functional, sometimes playful, clothing interspersed with brights, prints, and quirky detailing, last year. Made in Europe from high quality cotton (some organic) and velour, they also produce womenswear, although that features dark neutrals, some retro-esque prints and a more pared-down, functional look.
When I took two little four-year olds to check out the latest collection, they went crazy for the velour dresses and tunics in yellow and pink featuring a bunny or hamster. Sadly the bunny is so popular that it sold out weeks ago! They work the prints and themes across the age groups so siblings they can be ‘coordinated’ without being matchy-matchy. Much of the collection is unisex, with tops in a selection of prints, yogapants styled trousers (the ladies yogapants are lovely also), leggings, and organic babywear. We’re not crazy about pink here at BG but their pink crown dress has been a hit here and thankfully it’s not in the saccharine tones or styling that we tend to dislike. From around Â£18-Â£30.