The Elfie Story
Helmed by longtime friends Victoria Roper Curzon and Rebecca Guinness, Elfie is an independent British childrenswear brand offering equal doses of tradition and whimsy.
Exploring the work of classic children’s illustrators including Arthur Rackham, Richard Scarry and Elsa Beskow for inspiration, Elfie designs embolden young imaginations. Smocking with playful embroidery, floral prints and hand knits in rich colours abound in our seasonal collections, which are complimented by an ever-evolving assortment of sleepwear and basics.
We want to encourage children to explore outside, build dens and get creative – which naturally entails mud, dirt and scuffles. Mindful of this we set about designing clothes that look like they’ve come out of a fairy tale, but are still robust enough for children that frolic about. So after the adventures end—whether it be saving granny from the wolves or dancing with your goblin prince—and bath time begins, the day’s outfit can be thrown into the wash, soon ready for the next outing.
As a homegrown British children’s brand, being original, charming and affordable are all high on our company’s agenda. Each collection is designed with complementing colour tones to encourage little ones to create different looks and discover their own style. Our aim is to provide fun, magical and durable designs. And our wish is to see families enjoying them from one generation to the next.
Victoria Roper-Curzon & Rebecca Guinness