About us
More information
- Responsibility and values
- Ethical principles
- Information about deliveries and returns
- Frequently Asked Questions
The story of Gugguu
"Gugguu was born in early 2012. I was a young mother who had for years struggled to find plain, stylish, and joyful children's clothes for my little children. The retro fashion prevailing in 2012 didn't appeal to me, so I wanted to bring a fresh breeze of plain, simple, and stylish children's clothes to the selection. Clothes that would fit the child perfectly and be ethically produced. This sparked the idea of my own brand: to design and manufacture children's clothes that would please my own eye. The belief in my own vision and work was so strong that I fearlessly started to try my "wings" in an unknown field, searching, researching partners and a team around me."
Miia Riekki - company founder
During the company's founding phase, Miia got her student friend Anne Sorvari as a business partner, with whom the first garments, series, and production began. Anne was studying international business at the same time and was interested in entrepreneurship. Anne's diamond language skills, courage, and open-mindedness were a great benefit in the company's early days. (Anne Sorvari left the company a few years later.)
Miia's sister, Anne Valli, joined the women's team at the beginning of 2013.
"Children's clothes had been a passion for us, to which we devoted a lot of our time together with our small children even before Gugguu. Our children were the same age. Dressing children was a kind of shared hobby for us, which first became our shared workplace, and later over the years also a workplace for our children alongside their studies and summer - as they grew towards adulthood.
At the end of 2012, when the first collection was ready for production, a name had to be invented for the brand. Many different options were considered, but a suitable name didn't seem to be found. We talked on the phone about the brand's name. Anne's son Niila was babbling like a one-year-old in the background on the other end of the phone, and shouted from around the corner "Peekaboo!" Miia heard this through the phone to the other end and then it hit! "Gugguu!" We decided to change the K's to G's to make the brand name even more international.
Gugguu was born!
Care instructions
We recommend always caring for our products according to the washing instructions and washing them with clothes of the same color. Multicolored clothes should be washed according to the lightest color. It is recommended to reshape jersey and sweatshirt products after washing.
Size chart
Our collection includes sizes for children aged 0-12 years: 62, 68, 74, 80, 86, 92, 98, 104, 110, 116, 122, 128, 134, 140, 146, and 152 cm. Our size chart is carefully based on the Finnish FINATEX children's measurement chart. Please note that each product is individually sized according to the garment's model requirements.
About our responsibility
Read the 2019 sustainability report here. Fabric and garment production actors have been selected through Scandinavian references. Responsible production operators who meet all our quality criteria are located in Finland and the Baltics (Estonia and Latvia) as well as Poland. We consider it of utmost importance to know and understand the entire production chain and the working conditions and thoughts of the workers, and to stand behind these with integrity. The close location of production allows us continuous close cooperation.
About our materials
All our materials are carefully selected, tested, and safe from fabric to small details. We consider it important to take responsibility for our environment. We strongly stand behind our values and ethical practices in every work phase and situation.
Most of our fabric suppliers are European, and our fabrics come from Portugal, Italy, Latvia, Lithuania, among others. Outerwear fabrics come from China. Sustainable relationships with material suppliers are of primary importance to us because this way we can ensure the quality of materials and develop them even better.
We are continuously working on material development: testing, washing, and seeking new more sustainable options. We aim to increase the share of organic cotton in our products and are constantly developing towards that. Our products will increasingly feature recycled polyester and recycled nylon.
We donate surplus fabrics generated in design to educational institutions and daycares. Fabric leftover from production is made into products and sold at our pop-up events.
Read more about materials and certificates here!