Where It All Began: Launching an Organic Kidswear Brand
Hi, I’m Vicky, founder of Wildgreen.
While Wildgreen officially launched its first collection in Spring 2025, the idea has been growing in my imagination for years.
In 2022, I became a mum to my little boy and found myself frustrated with the childrenswear options available. For boys, it was a sea of poor-quality, mass-produced clothing covered in predatory animals or unimaginative sludge tones. And for girls? Sparkly unicorns drowning in floral prints.
It felt like kids' clothing was boxed into stereotypes, lacking both personality and practicality. I could see this gap: a need for high-quality, gender-neutral clothing that reflects individuality and supports the way children truly live, play, and explore.
And so, Wildgreen was born: clothing for little ones who are wild at heart.
As a family, we’ve always loved spending time outdoors. For me, nature is as much a sanctuary as it is a playground for my kids. I wanted Wildgreen to celebrate this connection to the outdoors. Our clothing is not only stylish but built for real-life adventures.
From the beginning, I knew Wildgreen had to reflect my values as a parent: a commitment to quality, sustainability, and responsibility. That’s why our clothes are made using premium, sustainable materials that can withstand the tumbles and thrills of everyday play while being kind to the planet.
We partner with an ethically responsible, family-focused manufacturer in India, ensuring every piece we create is made with care. For children, and for the world they’ll grow up in.
But while this started as a deeply personal mission, something amazing has happened.
Wildgreen has now been officially launched for almost three months, and what a whirlwind it’s been!
The response to our debut collection, Island Life, has been nothing short of incredible. I've been blown away by the kind messages, heartfelt feedback, and support from families and stockists alike who see the need for something different. Something more thoughtful, more joyful, more true to what childhood really is.
We’re now proudly stocked in beautiful independent stores across the UK. It’s a dream I could barely whisper at the start. It means the world to know that Wildgreen pieces are hanging in shops where people truly care about what they buy and why they buy it.
The best part? This is just the beginning.
We’ll be releasing small, considered drops throughout the year. Each piece is designed to mix, match, and layer beautifully across seasons and generations. Every item is made in small batches, with intention, to be worn, loved, and passed on.
Wildgreen isn’t just about clothing. It’s about slowing down, living gently, and giving our children the freedom to grow in clothes that honour their play and protect their future.
Thank you for being part of this wild little dream.
We’re only just getting started.
With love,
Vicky x