Little LuWi is a London based clothing brand founded by Anna and Malin, two entrepreneurial mothers with a vision to push traditional views on kids clothing. They design unisex clothes and prints that are fun and adventurous with a touch of Scandinavian simplicity. Little LuWi uses GOTS certified organic cotton and sustainable production and focuses on simplicity with an edge.
HOW DID LITTLE LUWI FIRST COME TO LIFE?
Little LuWi is created by us, Anna and Malin. We met during maternity leave and became good friends over endless lattes and long walks. Both of us have sons and we felt a lack on the market for modern unisex kids clothes. We were both working in the fashion industry at the time and with over 16 years combined experience, we decided to follow our dreams and start our own business designing baby/kids clothing.
HOW DID YOU COME UP WITH THE NAME AND WHAT IS THE IDEA BEHIND IT?
The name is a tribute to our two respective sons, Ludvig and William, and they are our greatest inspiration.
Little LuWi is a creative clothing brand, we want to challenge trends and design clothes we simply love. Gender doesn’t matter, our clothes are equally cool for boys and girls.
Our garments are produced in a sustainable way using GOTS certified organic cotton. Equally important is the use of high-quality fabrics to make sure our products have a long lifespan and less of an impact on the environment. We don’t believe in seasonal trends, we want our clothes to be worn season after season, from one sibling to another.
WHERE DOES THE INSPIRATION FOR YOUR COLLECTION COME FROM?
Our sons are our greatest inspiration. We also get inspired by urban street life and Scandinavian simplicity. Through our interest in the younger generation, fashion, photography, art and contemporary cultures, we strive to push traditional views on kids clothing.
WHAT MADE YOU WANT TO DO A KIDS LINE?
After having children of our own, we fell in love with the design and functionality of kidswear. There are endless possibilities to what you can do, it is playful and fun and allows us to take part in the magical world of children.
WHAT DO YOU LOVE MOST ABOUT DESIGNING FOR KIDS?
There is so much room for creativity and we love that kids are brutally honest! If kids don’t like our clothes, they will not wear them. It has to be comfortable but also fun and adventurous. We want to design clothes that are loved by both parents and children.
WHAT DOES YOUR WORKSPACE LOOK LIKE?
Our workspace is where we are at the moment. Might be on an airplane, in a café or at home by the kitchen table.
But it is always an organised chaos.
WHAT IS THE SS17 COLLECTION INSPIRED BY?
Our sons’ obsession with animals. We love the black and white cow patch print. It’s a tribute to cows, this kind and cool animal nurturing our kids to grow strong from its milk.
The Tiger which is wilder and adventures and a symbol of strength and self-confidence. We also have a black basic line. Why? You can never go wrong with black and it looks super cool with both the cow and tiger print.
WHAT IS THE DESIGN PROCESS AND HOW ARE THE COLLECTIONS MADE?
We get inspiration wherever we go. Sometimes we get an idea in the park by the swings or while walking the streets in London. We collect what we like and make mood boards, we start creating our prints and choosing colours. Then followed by making sketches and patterns and finally waiting for the samples to arrive.
IF YOU COULD CHOOSE ONE KEY STYLE FROM THE SS17 COLLECTION WHAT WOULD IT BE AND WHY?
The Cow print sweatshirt. It is just so quirky and cool (looks fab with our black tights with a cargo pocket).
AND FINALLY, IF YOU HAD TO DESCRIBE YOUR BRAND IN THREE WORDS, WHAT WOULD THEY BE?
Cool, contemporary and sustainable.
With thanks to Anna and Malin X