Children dressed as Children

The essence of one of Italy’s leading brands for children

Baby Talk

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A country driven by fast cars and high fashion, Italy breathes luxury and style. Men, women and children grace the streets with elegance and class, dressed head to toe in clothes made from the finest materials.


Il Gufo

From small artisan beginnings Il Gufo has risen to become one of Italy’s leading luxury clothes brands for children.

With quality materials, fine attention to detail and craftsmanship care during all stages of production, children remain the essence of Il Gufo, highlighted by the brand’s credo: Children dressed as Children.

Redefining children’s wear, Il Gufo unveiled its Autumn/Winter 2013/14 collection using Woolmark-certified materials. Launched at the Pitti Bimbo show in Florence, the capsule collection presents a joyful image of childhood and a modern concept of children’s wear. The colourful collection of 100 per cent Merino wool sweaters enhances the natural qualities of the fibre including softness, odour control, breathability, resilience, lightness, easy care and elasticity.

“This collaboration stems from our deep commitment with the protection of childhood, especially through the choice of the best fabrics and the full respect of children’s needs, as highlighted by our core belief in ‘Children dressed as Children’,” said Alessandra Chiavelli, owner of Il Gufo S.p.A. 



Merino wool in children’s wear

In a lucrative market such as that of children’s wear, it is important for parents to know they are getting the very best for their loved one, and Il Gufo’s Merino wool collection is helping break stereotypes that wool is itchy on sensitive skin. In fact, Merino wool is known as being the finest wool for ultimate softness and making apparel which is luxurious and supremely comfortable against the skin.

"Wool has newly come back as the first choice for children’s wear and babywear clothes." 

Merino wool is also highly breathable, which helps to maintain a constant and comfortable body temperature – so no matter whether your child is outside running around or curled up on the sofa sleeping peacefully, you can rest assured they are doing so in the most comfortable way. 

And with Merino wool’s naturally increased UV protection, resilience and garment shape retention, it seems the perfect fit for Il Gufo to dress children as children using fine Merino wool.

"This collaboration, which has been the perfect combination of our creativity with The Woolmark Company's know-how, has engaged both companies in all the project's stages: from concept and material tests to the final products. The result of our combined work is the confirmation that wool has newly come back the first choice for children’s wear and babywear clothes,” Chiavelli said. 


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