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ABOUT 

We are a Swedish children's clothing brand with our base in Stockholm and we are targeting girls aged one to eight years old. Plucky Girls was an idea that was born when I got a daughter myself. I thought the range of children's clothing varied greatly between the girl and boy department. For girls, I always found the clothes very cute with expressions such as "I´m cute", "I´m a princess" and "I´m kind". The expressions were combined with figures such as horses, unicorns, princesses, etc. There is nothing wrong with dressing the girls in that type of clothes I do it to, but I felt that there was no alternative.

In the boys department on the other hand, I experienced a large selection of cool and tough clothes with strong expressions like "I´m the boss", "I´m cool", "Break the rules" etc. Often together with figures who skateboard, parachute jump, crocodiles, sharks and skulls.

We decided to make comfortable clothes for girls where they from an early age also can have these cool, strengthening expressions just like boys always had. We have created three different characters, all of whom have different qualities that we want to strengthen young girls with. Plucky which means brave became Plucky Awesome, Rebel and Crazy. Read more about our Pluckys here. After 18 years in retail, I felt ready for another exciting project and Plucky Girls clothing company were born.

Stina Björkbom / co-founder and co-owner of Plucky Girls