Meet Wheat
Join us as we sit down for a natter with the lovely folk from Danish kids clothing brand Wheat. We discover the ethos behind the brand and what makes their beautiful pieces so unique.
Founded back in 2002 in Denmark, Wheat has gone from strength to strength, growing into one of the most popular kids clothing brands in Scandinavia today. And there's little wonder. From the very start, the desire was to dress children in responsible clothing that reflected the essence of nature and a sense of fun. They are immensely proud of their clothing ranges which also include outerwear, shoes and accessories. All carefully crafted with a conscience and a continued mission to develop sustainable materials that offer quality, comfort and practicality. And, most importantly of course, pieces that children love to wear.
Brand Director Julie Andersen explains: “Wheat is not just a brand; it is a celebration of the magic of childhood. Since our early beginnings, we have been committed to crafting clothing essentials that let kids be kids. Our journey is a joyful exploration of the surprising, the creative, the spontaneous, and the ways in which kids explore the world around them”
Why the name, what does Wheat stand for?
“The name Wheat reflects our commitment to nurturing and growing. We thrive on natural elements and our dedication to responsibility is woven into every aspect. We stand for quality, comfort, and responsible practices, so we can leave a positive impact on both children and the planet.”
What can you tell us about Wheat’s ethical and sustainable goals.
“At Wheat, sustainability is at the heart of everything we do, we are dedicated to creating a better world for future generations. Our garments are designed to withstand active play, ensuring they last through multiple adventures. We understand that kids outgrow their clothes quickly, so our products are not only made with eco-friendly materials but also durable, making it easy for parents to pass them on.”
We love the fact that Wheat features hand-drawn prints in each of its collections. What is the story behind this?
“Our hand-drawn prints capture the essence of childhood – imaginative, and full of joy. Each design tells a unique story, adding a personal touch to every garment.”
“Children are natural explorers, and our designs are crafted to accompany them on every adventure. Comfortable, durable, and versatile, Wheat clothing is made for the magic of childhood.”
The brand’s latest collection evokes a sense of nostalgia and those golden ‘sweet summer memories’ from our childhood.
We asked the team for their top 5 picks from the SS24 collection. With so many beautiful pieces, it was a tough task,
You can shop the latest edit online at Scandiborn now. Plus, if you are ever in the capital, pop in and pay a visit to the brand's beautiful concept store based in Islington, North London.
