AS WE GROW
AS WE GROW is an Icelandic clothing brand making timeless children's knitwear and clothing in natural fibres such as alpaca and pima cotton. Designed in Iceland to last, it has expanded into pieces for women and men.
| Country | Iceland |
|---|---|
| Flagship | Hafnartorg, Reykjavík |
| Materials | Alpaca and pima cotton |
| Ranges | Babies, children, women and men |
| Website | aswegrowiceland.com |
What is AS WE GROW?
AS WE GROW is a clothing brand from Iceland, built on the idea that children's clothes should outlast a single child. Its founding collection was inspired by a true story of one sweater passed through five owners over nine years, and the brand describes its pieces as designed in Iceland, made to last a lifetime.
Products and positioning
The brand started with alpaca knits for babies and young children and has grown into a wider family range in natural fibres, especially alpaca and pima cotton. The assortment covers:
- Knitwear and woven pieces such as sweaters, cardigans, dresses, skirts, jackets and overalls
- Collections for infants from 0 to 36 months and children from 3 to 12 years
- Pieces for women and men
- Hats, shawls, capes, socks, blankets and alpaca toys
Design is timeless and classic, prioritising soft comfort and longevity over seasonal trends.
Distribution
AS WE GROW runs a shop and showroom at Hafnartorg in central Reykjavík, sells online and works with retailers abroad. The brand has exhibited at the Playtime Paris children's fashion fair.
Why it matters
AS WE GROW was an early example of the durable, hand-me-down approach to childrenswear, translating sustainability into a product promise rather than a marketing claim.
Frequently asked questions
Where is AS WE GROW from?
AS WE GROW is from Iceland and has its shop and showroom in Reykjavík.
What does AS WE GROW make?
It makes timeless knitwear and clothing in natural fibres such as alpaca and pima cotton, mainly for babies and children, plus pieces for adults.