“I admire their smile, I admire their pureness, I admire their happiness, I admire their sense of humour, I admire children for being the most precious gift on earth…”

Jacqueline Streng on what inspires her designs for imps&elfs.

Described as “a modest children’s label without frills and fancies, which concentrates on the shape of the child”, imps&elfs was founded in 1997 in Amsterdam by owner Fons Cohen. The brand focuses on clothing that children want to wear. The idea behind it is to give children a voice and allow them to stand out from the crowd.

Their AW09 collection is all about resistance and protest. It’s about children standing up to the parents, taking back the power and letting their voices be heard. They have introduced 4 rules to define AW09:

Rule #1 – Let’s not behave!

Rule #2 – Let’s get dirty!

Rule #3 – Don’t be boring!

Rule #4 – Speak up!

imps&elfs also work with made by (www.made-by.org), a subsidiary of the Dutch Solidaridad  in order to clean up the whole clothing production process. The partnership’s ultimate goal is 100% child labour-free clothing that is made from organic cotton.

imps&elfs is available on alexandalexa.com