There is a new little brand on the block that everyone seems to be talking about. The premier capsule collection by London brand Indikidual, comprises of a selection of 100% organic cotton basics which are achingly cute without being sickly-sweet. This new brand hot on in the mummy blogosphere – already a talking point for our favourite bloggers such as Babyccino Kids, Little Scandinavian, Babyology, Paul & Paula and il Mondo di Ingrid. Be amongst the first to try the Indikidual range when you join us on Friday for the AlexandAlexa Be Our Buyer secret shopping event.
On Friday 29 June Elfie will be available at a very special introductory offer; access to the event is by email only so make sure you sign up today.
The indikidual team has carefully curated a selection of 100% organic cotton basics which are designed to be mixed and matched. The pieces in this unisex capsule collection can be swapped and shared between little siblings. Combine comfort with a fashion edge in clothes that the littlies will love to dress themselves in.
Inspired by little Indikiduals
Indikidual founder Syreeta Johnson explains how conventional baby clothes just didn’t cut it for her daughter Mini. She couldn’t find anything which really reflected her daughter’s mischievous personality and humour. In essence this is what the brand is all about, allowing little ones to express themselves. Expect silly face motifs, Banana prints and finger paint polka dots in the designs. All the styles will meet Mum’s sophisticated tastes without losing their playfulness. These eclectic London looks hint at a Swedish influence which means they are always cool, contemporary and totally wearable.
All the pieces in the brand are named after little indikiduals that inspired the range, don’t be surprised by styles such as Nodgers, Minty, Wriggles, Dogga Dogga.
The brand’s ethos of creativity is expressed in the world beyond clothing. Indikidual was recipient of the Stand Out award at this year’s recent Bubble London kid’s apparel exhibition with its collection debut on a beautiful and distinctive stand. Syreeta Johnson also hold pop-up craft events for kids in Indikidual’s London based studio – their creations must be a constant source of inspiration, we’re sure.”We want to give kids a place were they can be inventive, creative, get messy and have fun as well as giving their parents a chance to join in without having to worry about the carpets!” -Syreeta Johnson