Why I like it: I discovered As We Grow on a recent trip to Iceland and I immediately fell in love with their knitted sweaters, hats and overalls in alpaca wool. They make high-quality clothing for kids and grown-ups in colors and styles that will stand the test of time – Products that can be passed down to another generation or to another family. With sustainability and fair trade in mind, As We Grow is really doing its best to add real value by reducing waste and empowering local makers. The brand is also a winner of the 2016 Icelandic design awards!

Shipping to: Worldwide

Shipping from: Iceland

About the shop: “From an idea sparked by one woolen sweater the Icelandic design company and clothing brand As We Grow has built a growing design business with an ambitious, sustainable approach to the use and life cycle of the products, resulting in less waste. In just five years the company has made it to the highest podium of the Icelandic Design Award 2016.

A mother in Reykjavík knitted a woolen sweater for her son. After years of use, he eventually grew out of it, and the sweater was passed on to a friend’s daughter. For a while, the little girl refused to wear much else. Eventually, the sweater moved on again, to the next family. One winter it got lost, but as spring came the sweater appeared from underneath a pile of snow in the backyard. With a bit of care, it was as good as new again. Captured in photos in family albums, carried in backpacks on countryside hikes, folded in wardrobes in kids’ rooms from Reykjavík to Akureyri, Amsterdam and back, the sweater has been traveling from one child to another as a hand-me-down amidst this group of friends and family for well over a decade now.

The As We Grow look leans to tradition. The pieces carry references to the Icelandic rural past, a nostalgic retro flair from the time when children’s clothes were still made at home by hand. More than merely a style choice, simplicity and timelessness add to the life cycle of the product. From the beginning, we have believed in designing products that offer real value to their users. This means, offering garments that last over generations, as well as always being mindful of the environment and communities. Each As We Grow piece is fair trade for the benefit of all people.” – Read more