Love It Love It Love It was a UK online boutique dedicated to bright, beautiful and ethically made clothing for babies and children. The retailer championed the idea that childhood fashion should be free from the tired pink-or-blue binary, instead offering vibrant, multicoloured pieces that let kids express themselves. Every garment in the range was sourced with an ethical-manufacturing commitment, meaning the clothes were produced responsibly from fabric to finished product. The shop stocked both its own in-house designs and a carefully chosen selection of respected branded children's wear, including Scandinavian-influenced labels celebrated for their organic credentials and bold prints.
The range covered babies, toddlers and older children described as "little grown ups," ensuring parents could return to the same retailer as their child grew. The product line-up was broad, taking in everyday essentials and more distinctive statement pieces. Sizes and styles were chosen to reflect the reality of active, playful childhoods rather than purely decorative fashion.
At the core of the Love It Love It Love It offer was a commitment to ethical manufacturing across the entire supply chain. The brand was clear that feeling good about what your child wears should extend beyond colour and cut to the conditions in which the clothes were made. Fabrics were chosen for their comfort against sensitive skin as well as their environmental credentials, with organic materials forming a central part of the collection. This approach put Love It Love It Love It alongside a small group of UK retailers who prioritised transparency and responsibility at a time when that was far from standard practice in children's fashion.
The aesthetic that made Love It Love It Love It distinctive was its commitment to vivid, joyful colour. Rather than muted palettes or generic character prints, the range favoured bold, considered designs that worked well across genders – a deliberate move away from prescriptive children's clothing. The result was a collection that parents and children alike responded to, with the retailer building a following among those who found mainstream children's fashion too limiting. Shoppers could also sign up to a newsletter to receive advance notice of clearance sales, new arrivals, member discounts and practical baby and parenting tips.
No. Love It Love It Love It closed as a trading retailer around 2017. At the time of closure it was one of a small number of UK-based online boutiques specialising in colourful, organic and ethically sourced children's clothing. This page is preserved as part of the Catalink archive.
The retailer stocked a mix of its own in-house designs alongside selected branded children's wear. Based on the range described, this included Scandinavian-influenced brands known for organic cotton and bold printed fabrics, as well as wider ethical fashion labels popular in the UK boutique children's wear market at the time.
Love It Love It Love It described its products as ethically manufactured from start to finish and made a point of selecting fabrics that were kind to children's skin. The emphasis on organic materials and responsible sourcing was a core part of the brand's identity rather than an incidental marketing claim.
The range was designed for babies through to older children, referred to on the site as "little grown ups." Product categories included baby and toddler essentials as well as clothing suited to school-age children, making it a destination for parents wanting a consistent ethical choice as their child grew.
The brand stood apart by rejecting the conventional pink-and-blue gendered palette in favour of vibrant, colourful designs that could be worn by any child. Combined with its ethical manufacturing pledge and organic fabric choices, this made it a notable independent alternative to high street children's fashion chains.
This catalogue and newsletter listing is part of the Catalink archive and may no longer be available to order. The information above describes Love It Love It Love It. For current details, visit the company's official website.
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