WILDER ONES, is a new ethical, unisex kids’ wear brand that promises to bring colour and pattern to children’s wardrobes.

Founded by Nicky Elliott, a former Events COO, left it all behind to start an ethical, unisex children’s wear brand in a bid to get more longevity out of her own children’s wardrobes, whilst also campaigning to break down limiting gender stereotypes that are entrenched on the high street.

Wilder Ones, so-called because it features prints inspired by nature, and celebrates our own little wilder ones – has created a capsule collection of organic cotton pieces in modern, unisex cuts, featuring unique patterns in clashing prints, using the full spectrum of colour.

“Using loads of colour was massively important to me from the outset”, says Nicky. “I just felt so strongly that my kids love colour, plus it’s so beneficial for kids to be exposed to colour generally, so I wanted to move on from the concept of unisex kids’ wear as either being monochrome or very muted. Kids soon reach an age where they want to pick their own clothes out, and I feel confident that my pieces strike the balance between what will appeal to the kids and their parents – the design aesthetic is really strong, plus the prints are unique – that should appeal to parents, then the print clash speaks to how kids dress themselves given half a chance! If they wear my clothes any clashing will always look intentional.”

Wilder Ones make their clothes in an ethically-run, family-owned factory in Portugal which was also important to Nicky.

“Making the clothes ethically, reducing waste and recycling or using recyclable materials is a pillar of my brand” Nicky explains. “The clothes are made with organic cotton which is so much kinder to the environment, and the farmers who produce it. Plus, I use a special scheme to recycle ‘non-recyclable’ plastic I receive from the manufacturer, and all my packaging is recyclable. It costs small brands more to do these things, but I didn’t want to add to the problems that already exist around fast fashion, so I have to do my bit.” 

Wilder Ones’ first collection goes live for pre-orders tomorrow 28th March, HERE , and Nicky is already working on the second collection, where she is exclusively working with female artists for the designs.