Elfie London


We used the magic of old England as the basis of our design, updated with fun contemporary details. Taking our own vintage hand-me-downs that are full of character and a past life, we styled them with skinny jeans, stripy tights and glitter shoes. Rich-coloured fabrics, tweeds, and floral prints were woven with a quirky gypsy twist and ethereal beauty, giving the classic British style a modern edge.

We like to encourage children to explore outside, build dens, and get creative, which naturally come with mud, dirt and scuffles! Mindful of this we set about designing clothes that look like they belong in a fairy tale, but one pioneered by robust children that frolic about rather than sugary sweet princesses. So after saving granny from the wolves or dancing with your goblin prince ends, and bath time begins, the clothes can be thrown into the wash, soon ready for the next adventure.

As a homegrown British children’s brand, being charming, unique and affordable is high on our agenda. Designing each collection with complementing colour tones encourages our little elfin ones to make up different looks and find their own style. May it be pairing a corduroy dress with a sparkly cape, or a tweed coat with an animal hat; pushing conventional matching tops and bottoms with clothes that encourage layering and mix n’ match, is a creative output for parents and children alike.  Ultimately our aim is to provide fun, magical and durable designs and our wish is to see other families enjoying them from generation to generation.

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