hello!

What is Love It Love It Love It? 

It's a kids clothing store that is all about colour and joy and not taking things too seriously.  The idea 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, we narrowed the range 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.

So, here's our first selection of clothes for you.  We hope you love them 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.