The story behind
Because boys’ clothes don’t need to be boring.
When we had our son, we stepped into the world of kids' clothing… and quickly saw the problem.
A whole universe of choice for girls — sparkles, colours, textures, endless variety.
And for boys? Dinosaurs. Trucks. Teddy bears. Beige. And when it wasn’t bland, it was either covered in Marvel characters or had a designer price tag. There was no middle ground — just cartoon overload or clothes we couldn’t justify. Every boy mums worst nightmare.
It felt like boys were an afterthought. Like their style didn’t matter. Like parents of boys didn’t matter.
So we started experimenting with our own son’s wardrobe — mixing colours, playing with shape, accessorising, and making the most of what we had. The result? Compliments everywhere we went. A little creativity went a long way, and it proved one thing: boys can absolutely have style.
Inspired by 3 real boys, all with their unique personality after their parents met at their local NCT course, we came together to create something different.
