Growclub started with a simple idea: I wanted to create the kind of kids clothes I was always looking for myself.
Pieces that felt cool rather than overly cute. Clothes with relaxed fits, great colours and a bit of edge — but that were still comfortable enough for kids to actually be kids in.
I'm Riki-Lee, the founder of Growclub. I started the brand on the Gold Coast, Australia, and what began as a small children's label has gradually grown into something much bigger than I imagined.

Designed from real life.
As a mum, so much of the way I design comes from real life. I think about what kids actually reach for, what parents get value from, what survives being worn over and over again, and how easily one piece can work with the rest of their wardrobe.
That's why you'll see oversized tees, longer shorts, relaxed track pants, denim, cargos and statement pieces throughout our collections. I want Growclub pieces to feel considered without being precious — the clothes they can throw on, live in and still look great in.

Made to be worn on repeat.
I don't believe great kids clothing should only work for one season or one outfit. Wherever possible, our pieces are designed to mix back with previous collections and be worn in different ways as kids grow.
Growclub is still independently run from the Gold Coast, and I'm involved in everything from designing and sampling each collection to choosing fabrics, fits, colours and the tiny details that eventually make their way to you.
We're growing, but I never want to lose the reason Growclub existed in the first place:
Cool clothes. Good quality. Made for real kids.
Thanks for being here.
Riki-Lee
Founder, Growclub
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