After becoming parents in 2024 to our beautiful son Koa, we began thinking about how we wanted his childhood to look. We quickly realised that as millennials, we were one of the last generations to grow up without the internet in our early years, avoiding the social and societal pressures that come with it.

We’d both spend days playing out with our friends at old wrecks, mucking about in quarries, streams and parks, often only returning once the street lamps came on and our stomachs started to rumble. No phone, no distractions, just kids being kids and getting up to mischief.

We know times have changed and the internet is now an unavoidable factor in our kids lives, but we wanted to create a brand for children, for our child, that gives kids the permission to be kids again. A brand that embraces the mess of childhood and encourages children to make mischief, explore and make mistakes. As well as appealing to our generations sense of nostalgia. Helping to feed parents joy as well as their children’s.