ROOBiE was created here in the UK by new mum Sammi, inspired by her little boy Reu and her love for the easy, laid-back style she discovered in Australian kidswear. After constantly being asked where Reu’s outfits were from, she realised there was a real gap in the UK for simple, mix-and-match neutral pieces that still felt stylish and fun.
From day one, the idea behind ROOBiE has been simple – fewer, better pieces that move with your little ones, last through their adventures, and always look effortlessly put together. The collection features four signature colours that all work beautifully together, making outfit building super easy (even for dads and nursery mornings!).
Every piece is designed with real life in mind, soft cotton fabrics, relaxed oversized fits that grow with your child, and timeless shapes that never go out of style. ROOBiE isn’t just about clothes, it’s about creating an easy, thoughtful wardrobe for toddlers, where everything mixes, matches and lasts. It’s about quality, community and finding joy in the everyday moments of getting your little one dressed.
