Alex and Alexa launch own-brand of kidswear

By Jen Barton Packer on 20/2/2020

Everyone's favourite kids' retailer, Alex and Alexa's kidswear collection, Oii, launches with the active, trendy child - and eco-conscious parent - in mind

Alex & Alexa's own-brand collection, Oii

Parents these days are some of the most considered shoppers, whether they're buying for themselves, their homes or their children.

When shopping for the kids, many parents have embraced the "buy less, buy better" mentality, investing in designer wares from favourite e-tailers like Alex and Alexa, which stocks everything from Stella McCartney to Burberry to Mini Rodini.

And, as of February 20th, 2020, its own line, too - a Scandi-cool, sustainable brand designed in Gothenburg, called Oii. A second collection which includes swimwear will drop April 20th.

Oii by Alex and Alexa

The new collection combines practical pieces with quirky prints and patterns - inspired by the playfulness of the sea - by Swedish illustrator Beata Boucht, in a wearable palette of pastels and earthy tones and easy-wear pieces like printed joggers, hoodies, casual tees and denim, designed for a child to look good - and move freely.

There's also timeless denim styles, ribbed knits and ruffle and frill detailing on jumpers and skirts.

The clothes are designed for kids aged 2-12, with a focus on sustainability: many of the pieces are made from recycled polyester (there's a fab rucksack made from recycled plastic, using four 500ml bottles) and GOTS-certified organic cotton (all garments are also certified Zero Mission). The silhouettes are designed to last kids well beyond one season.

Here are some of the highlights to snap up now...