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About Us

Everything—from how it all started in 2008, to our factory, our sustainability mission, charity work, and other important information—can be found below.

Our Story

Maxomorra was founded in 2008 by Johan Ström in Älmhult, southern Sweden, with a mission to create fun, colorful, and sustainable clothing that kids love and parents trust. Inspired by Swedish values, our designs feature bold, playful prints drawn from everyday life, crafted exclusively from GOTS-certified organic cotton.

We are proud to be the first Swedish brand to receive GOTS certification, a standard we have maintained since 2012. For more than a decade, we have collaborated closely with our production partner in India—growing together while ensuring ethical and environmentally responsible manufacturing.

In 2020, Maxomorra moved to Gothenburg, where our journey continues. Today, our focus remains on creating joyful, sustainable clothing for children aged 0–10—a concept that keeps bringing smiles to families around the world.

Our Factory

Maxomorra has been working with CMV Global Clothing since 2009. Just one year after we started the company, Mr. Prakash decided to open his own factory—and from the very beginning, we chose to grow and build the journey together.

Sustainability

GOTS stands for the Global Organic Textile Standard—the world’s leading certification for organic textiles. It ensures that every step of the production process meets strict criteria for environmental care and social responsibility. From organic farming to final stitching, GOTS prohibits harmful chemicals, requires fair working conditions, and promotes sustainable manufacturing.

Maxomorra has been GOTS-certified since 2012, but our commitment started even earlier. Since launching in 2008, we’ve only used GOTS-certified organic cotton. In fact, we were the first GOTS-certified brand in the Nordic countries—and we’re proud to still lead by example today. All of our suppliers and their sub-suppliers are GOTS-certified, ensuring full transparency, ethical production, and safe, skin-friendly garments for children.

When you choose Maxomorra, you’re not just choosing fun, colorful clothes—you’re choosing a better way of doing fashion, for the planet and the people who make it.

Fabrics

We use only GOTS-certified organic cotton—grown without harmful chemicals, making it safer for the planet, our workers, and your child’s skin. Our bright colours and playful prints are made with safe, durable dyes that won’t fade.

Most styles are made from super-soft jersey for everyday comfort, with cozy velour and sweat for cooler days. Our organic denim range adds durable, sustainable style to the mix.

Awards

Junior Design Awards 2021 – Bronze Winner
In 2021, we were honored to receive the Bronze Award at the prestigious Junior Design Awards, presented by the UK-based Junior Magazine. It was our first time entering, and we’re incredibly proud to have been recognized alongside many other inspiring and sustainable brands for our SS21 Pick & Mix Collection.

The judging panel praised Maxomorra for our commitment to sustainability and bold, joyful design:

"Our judges loved this bright and beautiful clothing company that specialises in eye-catching, retro-style prints on soft cotton separates. The panel was excited to hear that this company has been committed to eco-friendly and sustainable production since they first began in 2008, and has been GOTS-certified for almost a decade – a huge achievement! The fun, uplifting prints and fantastic quality of these garments scored highly with our team of experts, who all felt the brand’s strong core values, which put the planet and people’s wellbeing first, were a fantastic example of how to create a kind and responsible fashion label."

Additional praise came from the expert jury:

"Love the 70s Scandi vibe! Fun, bright prints that little kids will love. Really fun to combine patterns for a visual overload!"
– Leonie Freeman, Children’s fashion & lifestyle photographer

"Big bold designs with consciousness and heart!"
– Yvadney Davis, Children’s stylist

Sizes

To determine the appropriate size for your child, choose the size based on your child's height. For instance, size 110/116 is designed for children measuring 110-116 cm. If your child falls between sizes, opt for the size closest to their height. While age serves as a helpful reference, measuring your child is the most accurate method. It's important to note that all measurements in the size chart pertain to body measurements, not garment dimensions.

Charity India

We’re proud to support several charitable initiatives through our work. Currently, we're partnering directly with our supplier to assist children in tribal communities near our factory in Coimbatore, India.

In Sweden, we collaborate with Räddningsmissionen by donating clothing for resale and free distribution to individuals and families in need in Gothenburg.

Watch the video below to meet one of the tribal communities we support in India.

Charity Sweden

KlädRätt is Räddningsmissionen’s social clothing store, which makes use of new unsold clothes such as surplus stock, returns, and damaged goods, ensuring that the clothing ends up where it’s needed most. On May 15, KlädRätt will open in Rannebergen, Gothenburg.

By combining social innovation with circular economy principles and job training, KlädRätt addresses issues of economic vulnerability, sustainable consumption, and inclusion in the labor market.

Brand Reps

We’re looking for new content creators in the EU or UK to join our #maxomorrafamily for the AW25 season! As a brand rep, you’ll receive free Maxomorra clothing in exchange for creating fun, seasonal content—especially reels and videos. You’ll also get early access to our upcoming collection and help us share it with the world.

Reps are asked to post at least twice per month, create five reels over the season, and regularly take part in our #maxomorramonday community. Most importantly, you’ll help us spread joy, positivity, and the colorful Maxomorra spirit!

To apply, you must live in the EU or UK, follow Maxomorra on Instagram, and have a public (preferably creator) account. A love for our brand and a passion for content creation are a must!

Ready to join?
Tell us a bit about yourself and why you’d like to represent Maxomorra, and send us an email. If you're entering more than one child, please submit a separate application for each, including their name and size.

We can’t wait to hear from you!

Blog

Our blog is the place to stay updated on our latest news, trends, and behind-the-scenes stories. While some of this content is shared on social media, certain updates and insights are exclusive to the blog—so be sure to check in regularly for the full picture.

Wash Care

To ensure the longevity of your Maxomorra garments and minimize environmental impact, please follow these GOTS-aligned guidelines:

1. Wash at Low Temperatures: Wash at a maximum of 30°C (86°F) unless otherwise stated on the care label. Lower temperatures reduce energy consumption and are gentler on the fabric.

2. Use Eco-Friendly Detergent: Opt for biodegradable, fragrance-free, and phosphate-free detergents. Avoid bleach and harsh chemicals that can harm the environment and your garment's integrity.

3. Reduce Water Use: Wash only full loads to maximize water efficiency, or select the eco or short-cycle setting on your washing machine.

4. Avoid Tumble Drying: Air dry your garments whenever possible. Tumble drying consumes significant energy and may cause unnecessary wear on fabrics. If using a dryer, select a low-heat setting.

5. Minimize Washing: Spot clean minor stains and air out garments to extend the time between washes. This reduces energy and water usage while preserving the quality of your clothing.

6. Iron with Care: If ironing is necessary, use a low-heat setting and avoid excessive heat to protect organic fibers.

7. Recycling and Upcycling: Once garments are no longer wearable, recycle or repurpose them responsibly to reduce textile waste.

By following these steps, you contribute to sustainable garment care and help protect our environment. Thank you for choosing Maxomorra and supporting sustainable practices!

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Discover our world at Maxomorra

Activity Book

Download the Maxomorra Activity Book and bring the characters to life with your own colors! 🎨
📸 Snap a picture of your masterpiece and share it with us in #maxomorraworld.

We can’t wait to see your creations! 💛🌍

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Product and Store Finder

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Our Team

Get to know the passionate team behind Maxomorra and our long-standing supplier. Together, we work hand-in-hand to create sustainable, playful, and high-quality clothing for kids—made with care for people and planet.

B2B Pre-order

Here you can log in as a retailer and order our new SS26 collection. Discover new colors, fresh styles, and our latest arrivals.

B2B Outlet

We’ve created our B2B Outlet especially for retailers and store owners looking for great value. Here you’ll find exclusive discounts on selected Maxomorra styles — the perfect opportunity to stock up on sustainable favourites at unbeatable prices.

What you’ll find inside:

End-of-season collections

Overstock items and last sizes

Same trusted quality, now at special rates

Ideal for smaller retailers or those new to Maxomorra, our Outlet offers an easy, low-risk way to explore our products and bring something extra to your customers.

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