Before anything becomes a product, it starts as a hand-drawn illustration.
And that part takes time, not just the sketching, but the hours of refining and vectorising every line so the print can be as clean, soft, and high quality as possible.
I’ve also ordered my products home to myself before sharing them — to make sure they truly match what I’m trying to create. And honestly… I got a small tear in my eye the first time I held a Bloom baby bodysuit in my hands. I wished I could have given that one to my daughter when she was little.
Little sketches don’t grow alone. With help from friends, kids, and everyday life, my ideas have found their place in five collections, one step at a time. Here’s how each one came to be.
Bloom
Bloom began a long time ago, honestly, already when I was a child.
It lived as sketches for years, and later became the illustrations I drew for my own children when they were small… and for friends, too.
Bloom often reflects the things I can’t resist drawing: animals, nature, and those quiet moments that feel soft and safe. It’s the collection I keep returning to, and the one I’ll continue growing, slowly, one step at a time. → Explore Bloom
Thinki
Thinki began many years ago in my life as a teacher.
The ideas were tested in real life, chosen, reacted to, and “approved” by kids and students long before they became products. It’s a collection built on curiosity: small illustrations that make you pause, think, and smile.
And it has a lot of potential to grow. → Explore Thinki
Mindpop
Mindpop exists because grown-ups need something fun, too. Flowers and chocolates are lovely when you’re invited to dinner, but I also wanted gifts you can actually keep, use, and smile at again and again. That’s where Mindpop lives: small everyday things (like mugs and totes) that last , and carry a little humour with them. → Explore Mindpop
Echoes
Echoes started as an answer to a phrase I heard over and over as a teacher, a kind of expression I almost drowned in, until I finally took time to turn it into an illustration.
My colleagues wanted something they could wear, something that felt true to what we lived every day. And since the words and expressions come from children and teenagers most of all, this collection is made for them. → Explore Echoes
Vibes
Vibes was born from ideas at home, especially from my youngest son and his friend.
He wanted a character that felt like kids themselves: expressive, playful, a little bold, and full of personality. That’s why Vibes is for kids only. It belongs to them, their humour, their energy, their everyday adventures. → Explore Vibes
Want to shape what comes next?
If you have an idea you’d love to see, an animal, a Swedish flower, a feeling, a quote, a little everyday moment, you’re warmly welcome to share it. I genuinely enjoy creating with you, and your suggestions often become the next sketch. . → Share a suggestion
With warmth from Sweden
Mimmi
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