The name Peter and Jane was inspired by the idyllic sunshiny world of the Peter and Jane reading scheme of the 1960s and 70s. That little boy and girl enjoyed simple pastimes in a fab retro world of primary colours. Well, fashion has moved on a bit since then but childhood remains a time of adventure and play. We love children to be dressed in colourful, practical clothing which reflects the styles of our times. This is why we are such total fans of funky Danish labels like Katvig, Molo-kids, Smafolk and Swedish Holubolu. Every season these guys get it sooo right! The colours are different, the fit is comfortable, they are ethically produced and they look just so darned cute!
Peter and Jane's founder is mum and businesswoman Helen Johnson. Helen started the shop in 2007 in search for stylish yet practical clothing for her own children.
The Pixie and The Punk (as they are known), love the outdoors and a perfect afternoon for them is one spent den building in the woods near home.
They do know what they like to wear for that…for the Punk, it’s a great long sleeved Smafolk top and for the Pixie, something funky from Molo. Basics for both are by Katvig who reliably create lasting, colourful cottonwear that simply suits their lifestyle.
Peter and Jane Store is now run by Jenny H. Andersen.
