Alex and Alexa launch Own Brand Oii

Meet Oii, the new sustainable in-house brand from the retail website that knows children's style inside out.


The go-to online shopping destination for hundreds of premium kids’ brands, Alex and Alexa has just announced that they are to launch their very own sustainably made brand for children aged 2-12 years.


Designed in Goteborg, Sweden, the new label is called Oii and takes inspiration from this exciting west coast city, with a child’s lens on fishermen tradition and the vibrant music scene. The overriding theme of the collection is the playfulness of the sea, interpreted through a number of patterns and motifs created by Swedish illustrator Beata Boucht, previously known for working with international brands like The New Yorker, Fendi and Levi’s.

Her quirky and amiable illustrations embody what we want Oii to be – a brand guided by happiness, not quite like everyone else.
Oii designer Katarina Irenius

The colour palette of the debut collection is dominated by warm and earthy tones of red, orange and blue, complemented by subdued pastel hues and with plenty of denim and jersey in the mix, these are clothes to play in happily with the added bonus of looking extremely cute while you do! With an emphasis on sustainability, the vast majority of the collection is made from recycled polyester and organic cotton with durability in mind. Oii aims to promote a circular approach to consumption by encouraging its customers to take good care of the items, and pass them on once outgrown.

As one of the biggest taste shapers and best curators of style in the kids’ clothing market, we are so excited to watch AlexandAlexa’s house brand grow and develop and we’re looking forward to seeing a 2nd drop featuring swimwear in April.


>> The Oii SS20 collection will be online exclusively at from the 20th of February