As We Grow is an Icelandic children’s clothing label  run by Gréta Hlöðversdóttir, María Th. Ólafsdóttir and Guðrún Ragna Sigurjónsdóttir.

The idea of the label is to make quality clothing that lasts. Non-trend-led and timeless in design, the pieces can be used from child to child and then give to your grandchildren – quite something in the time of disposable fashion, don’t you think?


All items are made of 100% natural Peruvian alpaca wool (suppliers are Phillip Van Hausen and BSCI certified) that suits the sensitive skins of the little ones.


The AW 2013-2014 collection is a mixture of charming retro pieces in simple shapes, cut especially for growing children aged 0-8 years.

The colours are classic, natural colors popped up with bright tomato red and adorable mélange navy and green. Knitted grandpa- sweater and pants, sweet little numbers that play homage to the 60’s that are perfectly paired with gorgeous accessories such as  color block scarves and cozy old style caps.


You know how children’s clothes get handed down in families and between friends? That’s what the label was inspired by:


True story. Tinna received a sweater from a friend in Amsterdam Carolyn. Carolyns son Julian had used it from the age of 3-4. Tinnas´son Tryggvi used it from the age of 2-3 when Tinna gave it to me and it became my daughters Isafold favourite clothing. In the winter of 2006 it got lost and when we had almost forgotten about it in the spring we found it outside on a walking path close to our summerhouse. I washed it and Isafold put is straight back on. In 2008 my son Markus took over the sweater and used it almost daily until it was given to Kjartan Ragnar his cousin who is still using it. Carolyns son Julian is now 14 years old and lives in NY. My children have only met him twice but have a connection with him through the sweater. It has been a nine-year journey and the jacket is still going strong, protecting Kjartan Ragnar from the cold winter in Iceland. It is still warm and beautiful and has been the inspiration for our new AS WE GROW collection.



As We Grow is… ehhm, growing international – currently available in Iceland, Berlin and Copenhagen, they’ll start selling in Stockholm and Oslo this July. The label also recently received a grant from Aurora Design Fund, congratulations!

PS. We covered the previous collection by the label, too – take a look at it here.


Images Courtesy of As We Grow

Photographer Vigfus Birgisson