Designer Anette Nordrup was in the middle of a t-shirt production, when her mother-in-law found an old drawing, that Anette’s husband had made in a song-book as a 4-year-old. The drawing showed a crooked-legged matchstick-man with spiky hair. Anette fell for the happy face, and immediately decided, that the matchstick-man should be her logo.

The idea with the GRO collection was to make a line for girls and boys from newborn to 10 years. To celebrate the life of children, we called the collection GRO which translated means GROW – because every mum and dad know that the most devout time is when our children grow up and we wanted to design clothes for all the children which each day grow.

Later on the Danish flag was introduced on the basic line. The customers - especially the small boys - loved it and from that day on, we knew that the small Danish flag was now a part of the GRO collection.

The GRO collections are known from their ingenious design and their habit to design different children clothing again and again. The materials are smooth organic cotton, fine woven cord, and cashmere, comfortable and contemporary. Inevitably clothes every mum and dad would like the children to grow up in.