Many people want to dress their children in cute clothes and try out unique designs and outfits. However, we often hear complaints like, "I tend to buy from the same old stores" or "I'm not familiar with the brands." So, to help you discover new clothing, we'll introduce some of the hottest kids' brands. We'll ask the designers themselves about their appeal, unique features, and key points.

Our first installment features an interview with Yoshine Sugimoto, designer of eLfinFolk, a popular kids' brand known for its storybook-like worldview.

"Clothes for the Little People of the Invisible Kingdom"

elfinfolk is a new children's clothing brand that launched with the Fall/Winter 2018 collection. The brand name Elfinfolk is a combination of elf/elfin, meaning fairy, and folk, meaning folk. It evokes the image of a clothing store for small people in an invisible kingdom deep in a lush forest.

The design, reminiscent of the traditional clothing worn by fairies, has a fantastical atmosphere like a world from a picture book, and anyone who wears it can become the main character in the story. The clothes are created with the image of mischievous fairies running around and adventuring in the forest in mind, so many of the pieces are real clothes that are easy to use and can be washed even if they get muddy after playing to your heart's content in the park.

Inheriting the Essence of

Prior to starting Elfin Folk, I served as director of Cokitica, a brand based on the story of two little boys' adventures in a magical land, for 11 years. After ending that role in 2017, I launched Elfin Folk, strongly inheriting the essence of Cokitica, including its theme of "dedicating to the little ones who go on adventures every day," its concept of "bringing happiness simply by wearing our clothes," and its style of carefully selecting high-quality materials that are gentle on the mind and body.

This is combined with the original theme of "a clothing store for the little people of an invisible kingdom deep in the forest." Elfin Folk's nostalgic atmosphere may also be influenced by British fashion from England, where I lived as a youth, stories like the Arthurian legend, and my favorite fantasy novels.

Clothes that children will enjoy wearing.

This coat features a cute pointed hood and gold buttons. It's water-repellent and machine washable for easy care.
Children are very sensitive about how comfortable their clothes are; they'll quickly want to take them off if they're uncomfortable. When I put a hat on my son, he would immediately throw it away (laughs). I had that experience many times when my son was little. However, through trial and error, I learned that children won't mind wearing it if the material is good and comfortable.

In fact, Elfinvolk hats, which are made with comfortable, non-itchy materials and are designed for comfort, are well-received, with children saying they'll wear them all the time! We don't compromise on the materials we choose because we want children to enjoy wearing hats that are comfortable and safe to wear.


When I was a director at Kokichika, I remember that when my son was wearing Kokichika clothes, strangers would often come up to him and say, "That's cute! Where did you get that?" or "What a lovely outfit!" My son looked so proud when he received praise, and I think it must have helped him gain confidence and joy.

Based on this experience, Elfin Volk is meticulous about every detail, such as the line of the pants, the shape of the coat hood, the way the sleeves flare, and the balance of materials, colors, and patterns, and we create clothes that resonate with not only the wearer but also those around them.

Washability and durability are also important factors

This cape is carefully crafted using a combination of knitting and crocheting, with each edge carefully hand-knitted.
Elfinfolk is clothing for mischievous fairies (i.e., small children) as they embark on their daily adventures. This isn't just about looks; it's also designed to be practical, allowing them to be worn in places where clothes are likely to get dirty, like the park. For example, the coat is washable, and the materials are carefully selected to prevent deterioration, such as color fading.

The knit hat is also made with nylon yarn, so it's not itchy, which children dislike, and it retains its shape even after washing. When your child's eyes light up before heading to the park, it can be difficult for a parent to stop them by saying, "You can't wear formal clothes today." Elfin Volk doesn't stifle children's playfulness. Instead, we incorporate worry-free washability into many of our items, so you can rest assured knowing that "Elfin Volk is safe!" We often hear from customers that because our clothes are resistant to color fading and shape deformation, even with repeated washing, they are "hand-me-downs" for younger children or are given to other people's children. It's gratifying to hear that people consider our clothes to be valuable, as it proves that they are truly appreciated. As a children's clothing designer, it's truly rewarding to see our products continue to be loved and woven into the memories of so many children.

The theme for the Fall/Winter 2020 season is "Desert Kingdom."

This fall/winter theme is "Amazigh: The People of the Phantom City at the Edge of the Desert." The collection is inspired by the people of Mirage Town, a desert kingdom. The essence of this collection comes from two trips to Marrakech, Morocco, which I visited two years ago and at the beginning of this year. I was particularly inspired by the traditional clothing of the Berber people who live in the desert. "This season's collection reflects ideas inspired by my experiences of interacting with actual Berber costumes, such as visiting Berber homes and museums displaying traditional clothing, as well as the colors and patterns of rugs and pottery I saw in the streets of Marrakech and the markets and souks of the old town.


The collection includes items that expand on the world of the kingdom, such as a knitted cape and a coat hood that becomes pointed like a dwarf's hat when worn. I hope you and your children will enjoy choosing and wearing the clothes, immersing yourself in the story and saying, "I heard there are dwarfs in a desert kingdom and they wear clothes like this." I'm a little biased, but when you wear it, you'll look as adorable as a fairy that's jumped out of a picture book, so I hope you'll pick one up.



Elfin Volk products can be found here