Everyday
Soft everyday pieces for busy little days.
Let her be her age.
Colourful, comfortable cotton clothes made for play, creativity and adventure.
JOIN THE FIRST COLLECTION- Girls only
- 100% cotton
- Prints from girls' drawings
THE HER BELIEF
She doesn't need to grow up faster.
We wanted clothes that let her run, climb, sit on the floor and never think about how she looks. Soft 100% cotton, real pockets, prints full of colour — and nothing that rushes childhood along.
Her kind of day.
Imagination
Prints drawn from a little girl's world.
Summer
Ready for sun, sand and sea.
Made for real mornings.
Every detail answers a question mums ask every day.
She can dress herself
Easy openings and elastic waists.
Easy for the toilet
Even our jumpsuits, for nursery and school.
No scratchy labels
The size is printed inside.
Soft on her skin
100% cotton.
Safe by design
No cords or loose parts, safety-tested.
Washes at 40°C
And stays soft wash after wash.
IMAGINATION PRINTS
Drawn by a girl. Worn by girls.
HER DRAWING
THE FINISHED PIECE
Every Imagination print begins as a real girl's drawing — joyful lines and imperfect shapes kept exactly where their charm lives. Does your daughter love to draw? Send us her drawing. It might become our next print.
SEND A DRAWING
FROM ONE MUM TO ANOTHER
It started when I became a mother.
I kept finding girls' clothes that looked like small versions of adult fashion. I wanted something different for my daughter — colourful, comfortable, and made for her age. So I started HER.
— Rumi, founder and mum