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Inside the brands shaping our pop-ups
Each month we spotlight a selection of founders, sharing their story, process and the thinking behind their brand.
April spotlight
This month we’re spotlighting Little’n, a North East babywear brand built from real life experience and a focus on simplicity, comfort and ease.
Thoughtful babywear designed to make everyday parenting easier
Meet Fi & Max
Fi is the heart of Little’n. The creative spark and the chaos in the best possible way.
From the North East, mum of three boys, with a career in finance behind her, CFO, boardrooms, the lot, but Little'n started somewhere very different.
Usually at about 3am, dealing with yet another set of fiddly poppers. Little'n came from real experience, real frustration and a genuine belief that babywear should make life easier.
The brand identity, the prints, the creative direction, the photography, she threw herself into all of it. Turns out she's not just an accountant after all!
Max brings the data, the tech and the Nordic design thinking that keeps Little'n sharp behind the scenes.
Originally from Sweden, with a background in marketing and branding. The website, the systems, the detail, he owns all of it.
The calm to Fi's chaos and the reason everything actually works when it should.
About the brand
Little’n is a North East babywear brand, launched in late 2025. Created from real experience, it focuses on simple, practical pieces that make everyday parenting easier.
No poppers. No faff. Just Little’n.
Why they stand out
Little’n takes a really considered approach to how babywear is made and worn. Using GOTS certified organic cotton, popper free designs and room to grow features, each piece is designed to last, be worn on repeat and then passed on.
It’s babywear that works in real life, not just something that looks good hanging up.
"The night feeds, the outfit changes on the floor, the moments where you just need things to be simple."
“No poppers. No faff. Just Little’n.”
Founder Q&A
“Little’n came from wanting something better."
What inspired you to start the brand?
As a mam of three boys, I’d done more changes than I could count and kept coming back to the same frustration. Baby clothes often look lovely, but they don’t always make things easier. Especially in those early days and at night when you’re half asleep and just need things to be simple. Little’n came from wanting something better.
One thing that makes Little'n stand out?
Popper free designs that make everyday parenting simpler, paired with unisex prints and signature trims that give the brand its own identity.
Your favorite piece right now?
The Leopard Notty, without question. I’m rarely without leopard print, so creating a unisex version felt like a must. As a product it’s a bit of a game changer for night time changes. Once you’ve used one, you won’t go back.
A proud moment so far?
Getting our first customer at launch was huge. Then landing our first retail order after everything that went into building Little’n. Those moments meant everything. Being selected for Climb26 to pitch to investors was another big milestone.
Any notable moments?
We’ve been featured in regional press and exhibited at trade shows including Top Drawer and INDX Kidswear. There are some exciting things coming up as well.
Dream collaboration?
Mul Draws, a graffiti artist from the North East. We already use graffiti across our editorial imagery, so bringing that into the product would feel like a natural extension of the brand.
Best piece of advice you have received as a founder?
That it takes time. Building something from scratch is hard and it doesn’t happen overnight, you just have to keep going, even on the hard days.
What are you most excited to bring to the playground?
I’m really excited to bring Little’n to our first London pop up. I used to work in London and have always loved it, so being here with the brand feels really special. Doing it as part of something like Playground and connecting with other like minded brands makes it even more so.
