All about Elfie London

The Elfie Story

A little while ago, shortly after my daughter was born, and when the world was full of wonders, my sister and I started Elfie. Childhood memories of fairytale storybooks and the traditional clothes we once wore became our creative inspiration. We used the magic of old England as the basis of our designs; rich colours, tweeds, and floral prints mixed with old gypsy bright colours and ethereal beauty. Taking our own vintage hand-me-downs, that are full of character with past stories laced into their smocking and structure, and styling them with skinny jeans, stripy tights and glitter shoes, to give the traditional British style a modern edge.

We want to encourage children to explore outside, build dens and get creative, which naturally comes with mud, dirt and scuffles! Mindful of this we set about designing clothes that look like they have come out of a fairy tale, but one pioneered by robust children that frolic about rather than sugary sweet princesses. So after saving granny from the wolves or dancing with your goblin prince ends, and bath time begins, their clothes can be thrown into the wash, soon ready for their next adventure.

As a homegrown British childrens brand, being charming, unique and affordable is high on our agenda. Designing each collection with complementing colour tones encourages our little elfin ones to make up different looks and find their own style. May it be pairing a corduroy dress with a sparkly cape, or a tweed coat with an animal hat, pushing conventional matching tops and bottoms with clothes that encourage layering and mix’n’match. Our aim is to provide fun, magical and durable designs and our wish is to see other families enjoying them from one generation to the next.

Rafaela Van der Heyden & Victoria Roper-Curzon