As We Grow 2016 Spring Summer Kid's Collection

The theme for ss2016 revisits the the sea and pickniks held in small sea villages and a time when people dressed up on Sundays. This is generated through the colours and the laid back feeling of the textiles. The use of orange comes from the icelandic midnight summer sun and the blue color from the glaciers, blue skies and icelandic fresh air. The rich mountain landscape continues to inspire us in the knits. Simplicity, purity and ease are the key words here. Photos: Anthony Bacigalupo. 




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The Perfect Gift For a Princess

The Perfect Gift For a Princess

The wonderful news of Crown Princess Victoria expecting her second child with husband, Prince Daniel, brought back fond memories at the As We Grow office today :)

Victoria Crown Princess of Sweden, As We Grow, Iceland Design Centre

While on her official visit in Iceland, summer 2014, Crown Princess Victoria received a gift for her daughter, Princess Estelle, from the Iceland Design Centre. The gift was composed with a beautiful selection of As We Grow items, including our signature piece, the colour blocked cardie and our lace pocket cardie -both 100% alpaca- and our Peter Pan collar shirt made from 100% pima cotton. According to Halla Helgadóttir, Managing Director of the Iceland Design Centre, Victoria was very impressed by the design and quality of the As We Grow products and said that she looked forward to see them grow with little Princess Estelle  

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Editor's Choice on the Enfants Terribles Magazine

One of our styles has been carefully handpicked and selected for the weekly feature Editor's Choice on the Enfants terribles Magazine. We are happy and flattered. The magazine is especially beautiful. 

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The Reykjavik Children's Culture Festival

The Reykjavík Children’s Culture Festival is a week long arts and culture festival dedicated to children and youth,taking place all over town from April 21th - April 26th 2015.




IÐNÓ - at Vonarstræti 3 will act as headquarters of the festival. It has been renamed as the "Adventure Palace" for the duration of the festival.


The program comprises a mixture of 150 events: performances, workshops, exhibitions, tangible experiences and special events. Find the program here.


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Our Experience During Design March in Reykjavík

3 weeks ago we took part in Design March here in Reykjavik. We thought long and hard about what to do this time. We could have displayed our fall 2015 presentation but we really wanted to do something else. The idea came up to have some artists and designers take an As We Grow garment and give it a new lease of life. In the end ten people took part, they all got a cream coloured item and were told they could do anything they wanted. The results were great and we are very thankful to those artists, they were such an inspiration to us.
Anna Camilla Vigfúsdóttir
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An Update From Playtime Paris


Delicious knits in juicy colours hanging in our booth at Playtime Paris

Excellent feedback from new and existing buyers. So very happy about being here.

The big portraits of Hildur and Kjartan gain so much attention. They are gorgeous after all.



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Playtime Paris 2015

It´s that time of year again. The creme de la creme of childrens clothes on display at Parc Floral de Paris. We are of course talking about the Playtime Paris trade fair. As We Grow will of course be there with a beautiful line of knitwear and more. If you are in Paris next weekend you can find us there at booth nr. M16.


Playtime Paris will be open from January 31st to February 2nd.


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Participating in United Nations Women's Guild Bazaar

This november we took part in the yearly United Nations Women´s Guild Bazaar. 
"Every year, the United Nations Women's Guild in Geneva, in collaboration with the Permanent Missions accredited to the United Nations, the Geneva government authorities and business community organizes an International Bazaar and Lottery to raise funds for disadvantaged children around the world".
The Icelandic booth drew a lot of attention. There you could find childrenswear, salt, books and history maps.
"Over the years, the Bazaar has become the premier event in the international community. The UNWG Bazaar attracts more than 6 000 visitors and raises approximately 300 000 CHF. International arts, crafts and foods stalls sell their wares and lottery tickets are on sale with over 200 fabulous prizes to be won." 
United Nations Women's Guild
One happy customer (or two).
Here you can see the projects that were supported last year
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New Arrivals to Our Children's Clothing Collection

New styles and colors of As We Grow children's clothing have now been beautifully displayed in stores and we couldn't be prouder!

This autumn/winter we are inspired by quality time spent with the family, going through old photos of nordic style and illustrated 70´s childrens´ books. There is a great presence of natural colours such as bisque, grey, dark brown and pale brown - with touches of strong colours in dark orange, fern green and sunshine yellow.

The focus continues to be on natural and soft styles and to produce well-made, long-lasting clothing in natural garments, Alpaca, the finest of fibres and Pima Cotton. Where workers receive fair wages, so they can send their children to school and significantly improve their often basic living conditions.

here are pictures of beautifully displayed as we grow by the staff of mýrin.







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A Wonderful Blog About Knitting

Thank you Linda Hansen for your comments about As We Grow knitting products on your wonderful blogsite loopknitting.blogspot.no. Linda has passion for knitting and started to knit when she was only 5 years old, and since she was 20 she has been knitting almost every day. A great blog about everything related to knitting. 

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How to Use Alpaca Wool in Eco-Friendly Clothing

A great article about As We Grow and other children's brands that use alpaca wool and are social responsible and ecoconscious. Published in The Newspaper El Mundo in Spain and in the Newspaper Fréttablaðið in Iceland. 

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Milk Magazine Lists As We Grow in Top 100 Children's Brands

AS WE GROW introduced as one of the upcoming 100 children's brands in Milk Magazine Japan, august 2013.




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