Simple, modern, gender-neutral basics from independent brands the world over
REGION: Canada
When we wear young is a Canadian online boutique offering modern and functional essentials for children aged 0 to 6. This stylish collection features primarily gender-neutral designs that are easy to mix and match, and chosen with comfort top of mind.

Designs are simple and modern. You’ll find lots of black, white and grey here, but there is colour to be found too. There is much to please lovers of monochrome and stripes, and there are sweet but clean patterns too. Shop all those wardrobe staples your little one will need (and love to live in!) Rompers, leggings, tshirts, cosy sweaters, baggy pants, shorts, jumpsuits, swimwear, hoodies, raincoats, socks, dresses.

The collection has been carefully curated, bringing together independent brands from all over the world. when we wear young support local Canadian talent, but also offer their favourite labels from the US, Europe and further afield.

when we wear young is the creation of Minna, a Finnish mama now based in Canada. Minna grew up in a household that valued simple and beautiful design. She has carried these experiences and Scandinavian values with her throughout her career in fashion and beyond.

When daughter Alice was born, Minna struggled to find baby clothing to suit her minimalist philosophy. Noting that many big brands reinforce gender stereotypes in their poor quality products, Minna sought clothes that would wear and wash well, and could be passed on to any child, no matter their gender. Her new passion was found!

“Perfect wardrobe staples - and cute toys and picks for Mama too!”