Opened in 2006 Olive Loves Alfie trail blazed a new concept in the world of children's retail. Founder Ashlyn Gibson set out to challenge the traditional view of boy-and-girl style and play. Gaining cult status and a global following the multi award winning store is home to an inspirational edit of responsibly made and globally sourced clothing, homewares, wooden toys and books for the modern family. Olive Loves Alfie's own label is  available exclusively through the store in Stoke Newington, London and the online shop. An inspiring edit for Mums focuses on well-being with small batch locally sourced products that sit alongside staple sustainable fashion pieces.