About Us

Picture Book Fashion was founded in 2011 by Scottish couple Andrew and Michelle Molloy. After years of experience in the childrenswear sector, the couple saw a gap in the market and decided to take it!

While Picture Book Fashion is a little over 10 years old, the families behind the company have a history going back decades in the childrenswear market. As far back as 1970, Michelle’s father, Robert, was on the road selling baby shoes at the start of a career spanning 35 years in the industry, working with retailers all over Scotland. He brought them the very best of European designer childrenswear through his agency business.

It was almost inevitable that some of his family would follow him into the industry, and Michelle’s natural flair for the business was obvious when she started in 1992. Michelle and Andrew travelled extensively around Europe looking for new and exciting companies and brands to bring to the UK, and built a successful agency business in clothing and footwear, which still operates today.

A*Dee was the company’s first brand, launching in 2012, and has developed into a key player in the girls wear market in the UK, Ireland, and The Netherlands. Fans of the brand love their bold and unique prints, and girly, yet age-appropriate designs.

Following the success of A*Dee, Picture Book Fashion launched mitch&son in 2014, and it was an immediate hit! Now sold in most of the finest boutiques across the UK, this brand gives their customers everything they need for their boys. Parents can’t get enough of the quality fabrics, fun and kid-friendly designs, as well as perfectly matching collections.

One of the unique elements of the Picture Book Fashion brands is that every piece of the collection is made to match perfectly. This makes it easier than ever to dress your little one top to toe in the brands. With the outfit, jacket, and accessories all perfectly coordinated, keeping your kids looking stylish has never been so simple! The company designs all its own prints every season, giving their fans a totally unique collection that they won’t find anywhere else. With a carefully selected colour palette to compliment the prints, Picture Book Fashion creates one-of-a-kind collections that both kids and parents love!

Over the years, Picture Book Fashion has gone from strength to strength with A*Dee and mitch&son becoming some of the most-loved brands in the UK. With features in national magazines, and multiple awards won in recent years (including the prestigious Drapers Awards, Kidswear Brand of the Year), Picture Book Fashion was ready to take the leap across the pond in 2022!

Picture Book Fashion continues to be run by Andrew and Michelle, and is still based right in the heart of Glasgow, Scotland. With the addition of their daughter Layla in 2015, and a small team of dedicated staff, Picture Book Fashion will continue to create bold and unique looks that your kids will love to wear!

Our Charity Partners

Supporting local families in our community is incredibly important to the Picture Book Fashion team, and our main charity partner is Quarriers, who work with children and families across Scotland. We help where we can by donating clothing, equipment, and resources for the children that are supported by Quarriers.

"The donations from Picture Book Fashion have been so welcome. Many of our families are coping with multiple challenges like ill health, poverty, and trauma. The children have received beautiful, but also essential items, like winter coats, that they just would not have had otherwise. I support one wee girl who just loves her gold puffer jacket donated by Picture Book Fashion a couple of years ago. You can see her almost light up when she wears it. She feels special, and she feels included, just like other children she sees on TV or in the community. She’s got something nice to wear, and she’s still wearing it two years on!" - Rhonda McInney, Family Practitioner at Quarriers

You can see more about how we help Quarriers in the video below.

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