Online baby, toddler and children retailer AlexandAlexa, stocking sizes up to 16 years, has announced the launch of its new highly creative, functional and sustainable brand Oii. Designed in Göteborg, the brand takes inspiration for the west coast city's different characteristics. The industrial heritage and fisherman tradition, sustainability focus and vibrant music scene of Göteborg have influenced the first collection, Hi I'm from Göteborg, and you?

Focussing on sustainability, the majority of the collection is made from recycled polyester and organic cotton. With the ambition to create long-lasting garments, Oii promotes a circular approach to consumption by encouraging its customers to take good care of the items and pass them on once outgrown. 

Oii is now available online at AlexandAlexa.com and sizes range from 2 to 12 years.