Made to be kept.

Hand-knitted heirloom pieces, grown with your child and passed gently on.

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Why Choose Shooshon

Every Shooshon piece begins with two loves — the land it comes from, and the little one it's made for.

Each garment is hand-knitted slowly in Bulgaria by women artisans, from certified organic cotton and pure merino wool. Gentle on the most delicate skin, and made to last far beyond a single season.

What we choose for our children is how they first learn to love the world. We make pieces worth keeping — worn, treasured, and passed gently on.

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Our promise

  • Keeping craftsmanship alive

    Each piece is hand-knitted or crocheted by skilled women artisans in Bulgaria, preserving a craft passed down through generations.

  • Designed to last and grow

    Our Evergrow pieces span a full size band, growing with your child so a single garment lasts months, not weeks.

  • Premium & natural materials

    Made by hand in certified organic cotton, Oeko-Tex certified merino, and pure, minimally treated wool — gentle on the most delicate skin, and kinder to the planet.

  • Made to be passed on

    Crafted slowly in small batches to last for years — worn, treasured, and handed gently from one child to the next.

"Shooshon began with a pair of booties. When my daughter was born, my mother knitted them by hand in Bulgaria and sent them to us in London — and they lasted through two winters, adjustable strings and all, long after every shop-bought pair was outgrown. Strangers stopped us everywhere to ask where they were from.

'Shooshon' is the Bulgarian word for that little hand-knitted bootie — our very first piece, and the heart of everything since. Becoming a mother changed how I saw the world. I wanted clothes for my child that were gentle, lasting, and kind to the planet — made slowly, by hand, to be kept and passed on. That's what we make, and why"

- Dilyana Valcheva

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Loved by families

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"We absolutely love our first Shooshon vest — beautifully handcrafted in organic cotton. The proof of the slow-fashion promise? My 4-year-old and 1-year-old both wore the same piece. So rare to find a brand that does all this. Thank you!"

Anonymous

Verified Customer

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"I tried Shooshon because their mission resonated with me — and because my daughter can wear the pieces for longer. I got the green romper with embroidery: beautiful colours and gorgeous work. It's a staple in her wardrobe now, and I'll definitely buy again."

Annonymous

Verified Customer

Customer photo

"I bought their red booties as a present and they were really well received. They'll be enjoyed for a very long time."

R. V.

Verified Customer

Awards

  • Nominated, Best Children's Fashion Brand — Absolutely Mama Awards 2026

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  • Shortlisted, Best Eco Children's Fashion Brand — Junior Design Awards 2026

  • Best Fashion Brand (Toddler/Baby), City Kids Green Awards 2025

  • Finalist, Best Business Start-up, The UK Small Business Awards 2025

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