We would very much like to go down a more Organic, sustainable route so we are introducing more brands that fit that criteria. Piccalilly and Maxomorra are both 100% Organic, colourful, fun, sustainable and affordable children’s clothing. Maxomorra is a Swedish brand, founded by Johan Ström in 2008. He aimed to design fun and easy-to-wear clothing and produce in a sustainable way. Piccalilly was born from teaming Fairtrade certified organic cotton with low impact environmentally friendly dyes to create a new generation of ethical clothes that not only had major benefits for the farmers and factory workers but the end product was much kinder on newborn baby skin.