Gone are the days when children were seen but not heard – an electric group of future trend-setters were seen protesting on Oxford Street, London last weekend, why? Because they are fed up with being told to wear boring stereotypical clothes! Lucky for them, a new label has come to town.
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Anti-stereotype brand, Rockabye-Baby, has a fresh approach to dressing kids and a motto to match – don’t give into mainstream cute.
 Owner and founder, Emma Parkes-McQueen, believes kids should be able to dress as individually as they think and is spearheading the campaign ‘down with cute; up with cool’.
 This bright and funky range of luxury cotton clothes for children up to the age of eight looks fantastic and is not designed with ‘three-year-old-Daisy-who-only-wears-pink’ or ‘six-year-old-Max-who-loves-dragons’ in mind. With a musical theme to boot, they are cool clothes that crush clichés.
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Why do we feel the need to even define the sex of our children? Is it because we’re offended if someone thinks our boy is a girl? Is it because we’re worried they will stand out from the crowd?
With an ethos that makes refreshing sense and a quality that is unrivalled, what’s not to love about this fresh new label!?
Following a competition organised by The Great Retail Revival Foundation, Rockabye-Baby was chosen as one the UK’s hottest new retailers to showcase its clothes at House of Fraser’s POP at HOF – a pop-up at the flagship Oxford Street store. The winner secures a year’s concession online. Send them a Tweet to show your support! (@gr8retail #popathof @houseoffraser @RockabyeBabyLDN)