About Us

Little LuWi is based in London and is created by us, Anna and Malin.  The name is a tribute to our two respective sons, Ludvig and William, and they were our greatest inspiration when designing the first collection. Through our interest in the younger generation, fashion, photography, art and contemporary cultures, we strive to push traditional views on kids clothing.

Our first collection is inspired by urban street life and Scandinavian simplicity. Little LuWi aims to be a sustainable brand using organic cotton, certified production and to design clothes that are contemporary – yet stylish and playful.


It’s no fuss, we love simplicity with an edge.