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The Story behind Newbie

Newbie is a Swedish lifestyle brand for the little ones we love. It’s timeless style with a modern twist. Sustainable and affordable fashion for children aged 0-8 years.

Step into our world and bring some Swedish style to your little one’s wardrobe today.

Love, Newbie

Newbie design story

Our designers have created Newbie with special concern for the little ones and their future. They carefully choose a palette of colors inspired by nature and coordinate collections from season to season. Newbies unique patterns are all drawn by hand. Newbie fashion is ready to be loved – again and again.

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Hej, I´m Newbie

I was born in Gothenburg, Sweden in 2010 as a family member of the KappAhl Group, Newbie has quickly grown thanks to our community of ‘Newbie Lovers’: mums, dads, grandparents and friends who have helped to shape who we are today and to spread the Newbie word far and wide.

The popularity of Newbie and huge demand for the products led to the opening of our first standalone store in Stockholm in 2014. Today, we have ten stores across Europe, including in UKSweden, Norway, Finland and Poland with additional Newbie Stores due to launch in the coming months.

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Newbies design

We dress children for everyday life as well as for special occasions.

Our designers have created Newbie with special concern for the little ones and their future. The collection, which includes both clothing and furnishings, is all about timeless design with a modern twist, sustainability and creating customer value.

 We understand that you can be environmentally aware while being design conscious. We want to inspire you, our Newbie lovers, to dress your little ones in sustainable fashion that is carefully hand illustrated and designed at an affordable price.

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Our Newbie Community

Our community has helped to grow the brand to where it is today. Since the launch of the brand within KappAhl in 2010 – Newbie quickly garnered a huge following on and offline of ‘Newbie Lovers’. The community of mums, dads, grandparents and friends share their own Newbie images, experiences and clothing items that their little ones have grown out of with their friends and family.

Consumer driven collaborations have helped to shape the brand and further build the brand’s fan-base, which ultimately resulted in the launch of Newbie as a standalone brand, opening its first Newbie Store in Stockholm in 2014.

Today, Newbie has stores across Europe, including UKSwedenNorwayFinland and Poland with additional Newbie Stores due to open in the coming months. 

Learn more about Newbie

100% of our cotton is organic

Newbie cotton is always organic. That means it is more sustainably grown without genetically modified organisms (GMOs), chemical pesticides or artificial fertilisers.

Read more

Newbie on sustainability

Producing clothes affects our world. That is why Newbie does its utmost to choose more sustainable solutions in every aspect of the production of our collections - from how the cotton is grown to the choice of chemicals and better working conditions.

Our sustainable design

Newbie news

From local news, to Swedish lifestyle tips and in-store event info, keep up to date with all things Newbie.

Stay up to date

Fashion ready to be loved

Match siblings or friends from head to toe or find your own favorite combination of Newbie's charming and sustainable childrens clothes. Newbie fashion is color coordinated from season to season and always ready to be loved again and again.

Shop the Newbie collection

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