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about

what is Love It Love It Love It?

Well it's only the home of bright and colourful clothes for babies and kids. There are only two rules; no pastels and no ironing, but we’re not above bending the rules for a garment that is so gorgeous we just have to have it!

Here you'll find funky, fun and functional baby clothes, toddler clothes and pre-schooler clothes from all around the world. There's British cool, Danish design, Swedish humour, Dutch colour, Spanish comfort, Canadian sass and American laid-back style. 

Comfortable colourful clothes that are full of character and joy, so that kids can get on with being kids.

Quality colourful clothes that last as well as they look and are easy for you to look after because it would be a shame to keep such lovely clothes just for best.

Eco-friendly clothes because our kids need to inherit a healthy planet, and one in which people treat each other fairly. These clothes are for children to wear and enjoy, not stitch in a sweatshop.

We bring you some well-known childrenswear names such as Duns Sweden, Molo, Ej Sikke Lej, Danefae, Green Baby, Lipfish, Brights & Stripes, Smafolk and Clothkits as well as some less well known gems like , Sophie4Sophie, 4funkyflavours, Canboli, Liandlo, Krutter, Albababy, Zee Spot, Glug Collection, Red Thread and Positively Organic and newly created brands such as Boys & Girls, Tootsa MacGinty, Pili Pala and Nadadelazos.

how did Love It Love It Love It start? 

The idea for Love It Love It Love It was conceived when I* realised that yet again, one of my daughters had grown out of a really lovely item of clothing before they'd hardly had a chance to wear it.  Not because they grow particularly fast, just because these clothes were always being saved for 'best' - they needed ironing, special care or were too delicate to stand up to everyday wear.  Why couldn't lovely clothes also be clothes that kids could wear every day to play in, learn in and actually get some proper wear out of?

After looking at over 700 kidswear brands from around the world, the range was narrowed down to a shortlist of around 30 brands that were just *lovely*. Brands that make you do a little clap of happiness.  Brands that are so practical and easy to look after for parents, so gorgeous to look at, and so comfy for kids to wear.  Many of them also have great ethical credentials, using organic cotton or fair trade business practices.

Love It Love It Love It launched in April 2010 with an initial collection of nine brands.  

 

the future

Since then, we've been overjoyed to have received such a great response, to have so many great customers and have been really touched by your loyalty and feedback.

We continue to search for great new kids clothing brands, and have added several to our collection. We're always on the look out for something colourful, comfortable and eco-friendly to bring you. We're now moving in to bedding and home wares for babies and children, and more product areas will follow.

We hope you love our clothes as much as we do and that they'll brighten up your day.  Trust us, there's lots more to come!

 

*who am I?

My name is Ruth.  I have two crazy but lovely daughters, and I like sleeping and laughing. A lot.

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