U.K. Store Olive Loves Alfie Adores Nostalgic Fashion

By Stephanie Hanlon

Nostalgic parents who grew up in the ‘70s and ‘80s may fondly (or not-so-fondly, depending on the source) remember getting hand-me-downs or homemade clothes for holidays, birthdays and changes of season. It was a time when there weren’t trends for those below the age of 21 and kids’ clothes were made simply to be both cute and practical.

Olive Loves Alfie, a children’s store in London, was established in 2006 to bring that feeling alive by featuring hand-picked selections of inspiring and imaginative children’s clothing, housewares, toys and games. With a fashion background (including her own label in the ‘80s), founder Ashlyn Gibson spent the last 20 years traveling around the world in search of design inspiration, ultimately creating her store to give unique designers a voice.

And that voice shouts quality and reusability. She requires that all products at Olive Loves Alfie must have hand-me-down potential or become modern heirlooms. In that way, her store has become a destination family lifestyle store not only for discerning parents, but also for established and emerging designers seeking her seal of approval.

In a culture where children are bombarded with a parade of too much choice and not enough value, Gibson felt that there was a need to go back to basics and encourage parents to invest in quality clothing that is environmentally friendly.

There is an almost overwhelming variety of items at Olive Loves Alfie, so consider subscribing to their newsletter to find favorite things. For fall, these include retro inspired knits like The Fats Stripe Hat, a super chunky soft knit hat that is comfortable, cozy and stylish. Also take a peek at the organic canvas backpacks like their adorable Owl Rucksack in a washable vibrant purple color. If owls seem too trendy, Olive Loves Alfie also features shirts, backpacks and even bibs with other forest creatures like foxes and squirrels.

For a variety of styles and prices, check out a list of favorites: www.olivelovesalfie.co.uk