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Main Story: why our kids love wearing this brand

Main Story: why our kids love wearing this brand

Main Story is our go-to kidswear brand for the most comfortable clothes in the dreamiest of colour palettes. Founder and designer Susan Cole takes inspiration from an artist for each season's collection, and creates easy-to-wear clothes in oversized shapes.

Think sweatshirts, T-shirts, vests, shorts, trackpants and denim jeans for kids who love to run, jump, play and of course, laze about. We love the 90s vibe, layering and modern take on sportswear.

Everything is made from premium organic cottons and it's supremely comfortable to wear, which is why our kids keep choosing to wear these pieces time after time. And the top-notch quality means they're perfect for passing on to siblings or friends. 

The SS23 collection is called 'Off In Pursuit Again' and embodies the joy of kids exploring and setting off on adventures. Inspired by artist, Anni Albers, the collection plays with her combinations of colours: mossy greens, lemons, tonal shades and hints of brick and brights. The weft of a weaver’s work reflects in the stripes, and the linear prints, a mix of mid-century modern and retro sun-bleached sunny days. 

Check out some of our favourite looks from this season's collection.


Main Story SS23 looks



Main Story SS23 looks 2


Main Story SS23 looks 3