Fashion biz
You are looking at: Home : Fashion biz

Junior thinks big!

Junior meets Jane Wiles, founder of childrenswear fashion boutique, Not So Big

Clothing by Hartford, available at notsobig
 1 of 1 

Hi Jane, can you tell us a little about notsobig?

Notsobig was launched in the leafy North London village of Highgate in June 2000. The notsobig philosophy is based on the firm belief that children should be children for as long as possible. We are dedicated to seeking out simply the best children's clothing, accessories and toys, including those, often elusive, unique pieces from emerging new talent.

How did you pick the name?

Notsobig was named after Roald Dahl's imaginary crocodile. Also because the shop was small, and so were the children.

Do you have children?

I have one 19-year-old son, William, who still loves wearing Woolrich.  As a mother of just one son I have always wanted him to look and feel good in his clothes. He has kept his first Cacharel suit, which he wore when he was a child, as he has great memories of wearing it!

Since launching, how has the store changed?

I have tried to make notsobig an exciting place to shop; especially for parents wanting to find something different or unique amongst our best selling labels.

How do you select the labels you stock?

I travel to childrenswear trade shows including Pitti Bimbo in Florence, Playtime in Paris and Bubble London and New York, searching for items that i would love to stock.

What is your favourite childhood memory?

It has to be my mother taking me to Harrods when I was eight, buying me a beautiful dress and telling me not to tell daddy how much the dress had cost.

Do you have any celebrity families frequenting your store?

Celebrity mothers are always in notsobig, as are many celebrity fathers which is nice to see, but we like to keep that private. I can, however, mention Jules Oliver as she has named us in her book as one of her favourite boutiques and also the lovely fashion designer Elspeth Gibson, who gorgeous daughters are always in our clothes.

How would you describe the style of the labels at notsobig?

The style of the brands at notsobig speak for themselves. Parents and children alike adore the styles as they are well-made, from natural fabrics, comfortable and stylish and fun to wear.

What are your fashion tips for Autumn/Winter 2011?

For girls it would have to be traditional coats with faux fur collar from Hucklebones and star print dresses from Ilovegorgeous. For boys I would say, classic shirts and cashmere sweaters from Hartford worn with Levi's and a pea coat or a Woolrich parka.  

What was your favourite outfit as a child?

A tan coloured Fiorucci suede Jacket with long tassels.

Thank you, Jane

You can now shop the fantastic notsobig collection online at

Previous article
An exotic expansion
Next article
Junior Meets: photographer Rankin

notsobig, children, fashion, shopping, boys, girls, childrenswear

Discuss this story

Thanks for the auspicious writeup. It actually used to be a leisure account it. Glance complicated to more delivered agreeable from you! However, how can we be in contact? toddler bed with mattress

Posted: 14/04/2018 at 13:44

very nice post, i surely enjoy this fabulous website, keep on it Bola88

Posted: 16/04/2018 at 11:10

Pretty nice post. I recently stumbled upon your blog and wished to state that I’ve actually appreciated searching your blog content. After all I will be registering to your own nourish and i also we imagine you compose once more quickly! godrej property

Posted: 17/04/2018 at 12:12

Super cool ideas! Pulliam Plumbing Services Keep up the good work!

Posted: 20/12/2018 at 15:26

Thanks for this valuable info! master electrician mcallen I will never get tired of this website!

Posted: 20/12/2018 at 15:27

Talkback: Junior thinks big!

First Name:
Last Name:
Security Image:
Enter the code shown:

I agree to the site's Terms and Conditions & Code of Conduct: