She passes it on.
Childrenswear designed in Nigeria — an echo of the women's line, never a mirror. So she finds herself inside the family story. Raised to be her very own blueprint.
IE Circle early access: 27 May · Public launch: 28 May
It began with a birthday wish.
For her birthday, my daughter asked for the Ruby Pants. We made them for her first — and the joy of it is the reason this whole collection exists.
We had paused our kids pieces for a while. The children we were dressing had grown into themselves. They no longer wanted the princess dress. They wanted to look cool.
"That my Aj chose Imad Eduso to look cool in — that is the whole heart of this."
So we made her a top, and named it the Aj Top, after her. The brand carries my mother's name. The comeback carries my daughter's. A name handed down, then handed forward.
A few pieces worth keeping for her.
Every childhood has a handful of monumental pieces — kept not because they still fit but because of what they hold. Made to be worn now, then handed to the girl who comes next.
Dress together. Her own way.
IE Kids pieces echo the adult line without mirroring it — so she discovers her own identity within the family's story. Not a smaller version of anyone. Herself, becoming.
Shop the matching Mummy & Me sets and save 7.5% when you buy the mother and daughter pieces together — automatically applied at checkout.
Culture is the root. Designed in Nigeria. Made by hand in Lagos.
"A name is not only what you are called. It is what you stand for — the promise you make before you have said a single word."
Made for her, at every age.
From 12 months through 10 years. A full size chart is linked on every product page.
Not sure of her size? Every product page includes a full size chart with measurements in inches. When between sizes, size up.
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