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About Gugguu

Gugguu Story

Gugguu was born as a result of a problem that two sisters had faced: frequently the sisters, each with three children, had to purchase new clothes because the last ones got worn out or became too small for their children. Both sisters had developed a keen eye for the design from parents’ flower shop and from its colorful environment and thus, the both sisters were really demanding. They found it really hard to find the design they really liked and even if they found the suitable design, either sizing or quality were not acceptable. Hence they started to make jokes about founding their own children’s fashion brand.

Enthusiasm for children's wear was growing almost as fast as their children and the problems were still the same. Thus, the elder entrepreneurial minded sister started to think seriously about founding the company.

Both sisters were still in the University but instead of taking notes from the lectures, the elder sister started slowly to make drafts of her own collection. After a while her first booklet started to be full and her first collection ready. This collection was following Nordic design, was really carefully planned with every details and cuts to ensure the quality. The result was timeless and colorful but most importantly, the combination pleased both sisters eyes.

After founding the company in spring 2012, they started ruthless hunting of finding the best fabrics and factory available. Founders were well known from their precise requirements and values, so durability wasn’t enough. Clothes had to be eco-friendly, comfortable,and ethically produced. After hundreds of samples and tests, they were able to find the fabric suppliers from Finland and from Estonia. Additionally, factories that followed their values were found from the same countries.

The Name

The founders were suffering with the name for a long time. They went through weird name combinations and the name changed all the time. But then, one February night after several months of name-struggling, the following happened: The youngest boy of one sister, who was taking his first steps came wobbling behind the corner and started to play Peekaboo play with her mother’s and said:


That word strike immediately and the brand finally got its name. The name came from the first words of a 1-year-old boy, from his broad smile, wobbling steps and from hide and seek play what every childen has played. At this play, parents or older people cover their face behind their hands and show their faces again to the babies by saying something like "Gugguu".

In 2013, after figuring out the name, jokes that were made up a few years back became reality, and the first collection came out. The clothes didn’t become only children’s favorite but also parent’s, and that is the reason why we have been able to come out with a new collection and products every spring and fall. 

Our concept

From Gugguu you get simplistic, high quality and well manufactured children’s clothing. Our collection includes sizes from 80-152cm. For part of the collection there will also be sizes for babies, 62-74. We develop and widen our collection continuously, whilst never compromising on quality.

Relationships with our clients are important for us, and we take them seriously. We want to cater to the needs of the most demanding of customers and we want to involve them in the development of our future collections. Giving feedback is made easy. 

Gugguu wants to be part of creating new trends in kids fashion together with consumers. In the future, Gugguu will launch two collections per year: spring/summer collection will come in the beginning of the year and fall/winter collection will come in the end of summer.

We will sell our collections mainly to retailers, all over the world. We sell to traditional boutiques and webstores and will start with the Finnish markets but will expand soon. 


The fabric we use is made of ecological cotton, cotton, and blended cotton, and are of high quality and perfect for stylish little people. All our material is carefully selected, tested and made of safe fabric down to the last details. All our material from the buttons to fabric and to the ready clothing is made in Europe. Caring for the environment is extremely important. We stand proudly by our values and our ethical actions in all workstations and situations.

We produce the clothes from the following material:

  • Ecocotton 100%
  • Cotton 100%
  • Cotton 93%, elastan 7%.

The materials we use for Gugguu clothes have the Oeko-Tex 100 standard, which means it is a “safe choice”. Oeko-Tex ensures that the certified products don’t have ingredients that could be harmful to a child. Oeko-Tex also ensures quality for consumers. In addition it means the product is ecological.

The ecocotton fabrics we use have the “Global Organic Textile Standard” (GOTS). GOTS is a broad certificate which ensures that fabrics are ecological and ethical. The standard ensures that the fabrics are made of atleast 95% ecological material and that production is made responsibly whilst carrying for corporate responsibility.

Our merinowool comes from New Zealand and it is been sheared in Germany. Our merinowool is being sheared ethically and it is anti mulesing- method.

Size chart

Our collection includes sizes for kids aged 0-12 years: 
62, 68, 74, 80, 86, 92, 98, 104, 110, 116, 122, 128, 134, 140, 146 and 152cm.

Our size chart is made carefully based on the Finnish FINATEX-sizing chart for children. Please note, that each product is measured according to the style and piece of clothing. The individual sizes of each product you will find in the SHOP part of our website.


We stand proudly behind our products.

We have chosen our fabric and sewing contractors through our Scandinavian references. We searched for partners from Finland and Europe. We ordered samples of different fabrics from several producers and tested them carefully. Finally we found in the Baltic a producer, who fulfilled our criterion and proved to be a reliable partner also focusing on quality. This was extremely important for us. Additionally, the proximity gives us the possibility for close cooperation. We went to check the factories for fabrics and sewing, and got the see how exactly the fabrics were made starting with the combination of threads to make the fabric, to the dying of colors and quality control. The factory has also been granted several certificates of quality of which we tell more in the materials part of the website. In the factory for sewing we saw the complexity of the whole sewing process; from designing, making patterns, sewing, quality control, all the way to packaging. In both factories the wellbeing of their employees is a priority and ergonomics plays a big role. The employees also have clear and regular hours for work, and excellent work conditions.

We are actively in contact with our subcontractors so that we always know what’s going on.

We want to offer the best possible quality to our customers. Therefore we are always testing and developing our products.