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!
We’ve been working hard, and are still working hard, to find ways for Picture Book Fashion to help our planet. That’s why we’ve already got some promises in place, and are always working to add more to this list:
- We donate any leftover clothes at the end of every season to our local children’s charity, reducing the chances of our brands ending up in landfill.
- Our brands are designed to last, allowing them to be passed down to siblings or friends when they no longer fit.
- Animal welfare is so important to the Picture Book Fashion team, and, therefore, we will never use animal-based materials, such as real fur, duck or geese feathers, or sheep wool in our products.
- All our boxes for our deliveries are made from recycled cardboard, and we make sure to reuse all our boxes for packing and sending. When they can’t be used anymore, they’re recycled.
- Our mailer bags that your deliveries arrive in are 100% biodegradable and compostable, and are made from natural resin and starch.
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.
We also support WWF, having adopted 10 big cats in 2020, we continue to support these through our donations. Our sponsorship goes towards WWF’s vital work with local communities and protecting habitats around the world, as well as all the species that rely on them.
We are also setting up support with Animals Asia to help fund a brand-new bear sanctuary for rescued Moon Bears. This vital work is something we’re really excited to be involved in and you’ll hear more about this later on in 2022!
As part of our ongoing support for our local community, we also sponsor the Glasgow and District Youth Football League. The league provides access to organised football for ages 5 to 13 years, and they work with over 3000 children every week! Our sponsorship contributes towards equipment, venue space, pitch hire, and other essentials, helping to continue the league's work with children across Glasgow.