Amaia
Amaia is a London childrenswear label founded in 2004 by Spanish-born designer Amaia Arrieta. It makes classic, handmade children's clothing that has been worn by the British royal children.
| Founded | 2004 |
|---|---|
| Founder | Amaia Arrieta |
| Based in | London, United Kingdom |
| Speciality | Classic handmade childrenswear |
| Website | amaiakids.co.uk |
What is Amaia?
Amaia, often referred to as Amaia Kids, is a childrenswear brand based in London. It was founded in 2004 by Amaia Arrieta, a designer born in Spain, who saw a gap for beautifully handmade children's pieces.
Products and positioning
The brand designs traditional children's clothing such as jumpers, coats and jackets, with a focus on handmade quality and classic European styling. Arrieta has described her aim as sharing these handmade pieces more widely, and the label presents itself as well designed while remaining accessible within premium childrenswear.
Royal appearances
Amaia has gained wide attention through the British royal family:
- Prince George wore an Amaia jumper when he first met his sister, Princess Charlotte
- Prince Louis wore a blue Amaia jacket to a pantomime at the London Palladium
- Princess Charlotte wore a bespoke Amaia coat to the Coronation Concert at Windsor
Why it matters
Amaia shows how a small independent childrenswear label can build international recognition through classic design and highly visible royal appearances, a recurring driver of demand in British children's fashion.
Frequently asked questions
Who founded Amaia Kids?
Amaia was founded in 2004 by Spanish-born designer Amaia Arrieta.
Do the royal children wear Amaia?
Yes, Prince George, Princess Charlotte and Prince Louis have all been seen wearing Amaia pieces.