It all started with an itch.
And we really wanted to ditch the itch.
Early 2025
Getting dressed shouldn't be this hard
Getting dressed was a daily battle in our house. After doing some research I discovered that for kids with sensory sensitivities, clothing isn't just uncomfortable: it can genuinely hurt. Scratchy seams, stiff fabrics, noisy labels. My daughter was one of those kids, and I wanted to fix it. But when I looked for a real fashion brand built around this? Nothing. I wasn't willing to choose between clothes that felt good and clothes she'd actually want to wear.
2025
Modal is the anwer
After a lot of research and even more testing, modal fabric kept coming out on top. Breathable, incredibly soft, and it stays that way, wash after wash. Hypoallergenic too. So I went all in: technical designers, factories, more meetings than I can count. Slowly but surely, something started taking shape.
2026
The Kidding is born
And yet here we are. Our very first collection is called the gentle readers, because we wanted to start where imagination lives. Getting lost in a story, slipping into another world entirely. We truly believe that when a child feels comfortable in their own skin and their own clothes, everything opens up a little more. That's what this is for.
Made to be handed down
Pieces built to last: through growth spurts, adventures and whatever comes next. Good clothes shouldn't be disposable.
Curated by kids
We run a kids parliament, so the ones who actually wear the clothes decide what makes the cut. If they don't love it, it doesn't make it in.
No shortcuts
We work with local factories that are transparent about how they work. Quality isn't a promise: it's just how we do things.
Eline from The Kidding
After not finding what I truly wanted for my oldest daughter, I decided to just make it myself, which was, to put it mildly, completely new territory for me. But the feeling was simple: life is too short for clothes that don't bring joy. I want kids to feel something when they get dressed. A little colour, a little lightness, some room to just be. That's The Kidding. And honestly? I still want to hear every tiny thing it changes for you, because it will absolutely make my day.
With love,
— Eline