Smalls Merino

Never Fully Dressed is a United Kingdom–based fashion brand founded by Lucy Aylen in 2009 in Essex that focuses on contemporary, feminine women’s clothing designed for both everyday wear and special occasions. The brand creates dresses, tops, skirts, separates, and coordinated sets that feel expressive and easy to wear. Never Fully Dressed’s designs often use playful prints, soft silhouettes, and thoughtful details that make outfits feel stylish yet wearable. Instead of plain basics, the brand leans toward pieces that feel a little romantic and modern, perfect for brunches, parties, dates, and social plans. The clothing feels relaxed yet eye-catching, making it ideal for people who want pieces that feel confident without feeling fussy. Never Fully Dressed appeals to customers who enjoy fashion with personality and wearable details.

Gray Label is a fashion brand founded by Emily Gray in 2011, focused on minimalist clothing for children. The brand creates soft, comfortable essentials such as tops, trousers, dresses, and loungewear designed for everyday play and rest. Gray Label’s designs use neutral colours, gentle fabrics, and simple silhouettes that allow children to move freely. Instead of loud prints or fast trends, the brand prioritises comfort, durability, and timeless style. The clothing feels calm and practical, making it suitable for daily wear at home, school, and outings. Gray Label appeals to parents who value simplicity and quality in kidswear. It’s ideal for families looking for comfortable, minimal clothing designed with children’s needs in mind.

Oobi is a children’s fashion and lifestyle brand founded by Alexandra Riggs in Sydney, Australia in 2002, known for its playful, expressive clothing that celebrates the joy and imagination of childhood. With a focus on vibrant prints, bold colors, and whimsical designs, Oobi creates pieces that feel fun, comfortable, and made to be lived in. Each collection is thoughtfully crafted with soft, high-quality fabrics that are gentle on young skin and durable enough for everyday adventures. Inspired by creativity and a child-centered approach to design, the brand blends contemporary style with a sense of playful personality, appealing to both kids and parents alike. Over two decades, Oobi has become a beloved name in children’s wear—offering clothing that sparks joy, encourages self-expression, and reflects the carefree spirit of childhood.