Our story

The softest clothes for the most important people in your life ♡

After my daughter Diddi was born I noticed that some of her clothes lost that special soft quality while other clothes retained that distinct softness that you want for your baby, wash after wash. 

The ones that did retain their super soft quality were made from Pima cotton - an incredible fabric that is often twice as expensive as other baby clothes. Right then and there I made a decision. It had to be possible to make baby clothes using Pima cotton at an affordable price so that more babies can have that wonderful soft start in life. 

At diddi & friends you will always find timeless baby clothes & children's pyjamas with a Scandinavian touch. We design clothes that are comfortable to wear, endlessly soft, and practical. The clothes are specifically tailored to your baby’s age and needs. As a mother, I know that you do not want to dress your newborn in a pullover body. And it is more practical with clothes that can easily go on and off when your child no longer wants to stay still on the changing table. 

We manufacture our clothes in Peru, in the same area where the Pima cotton grows. It is delivered directly to Sweden without passing any middlehands. That’s how we keep the prices down.

Our vision for the brand is to allow for as many babies as possible to grow up with forever softness. All children are friends of Diddi. Hope you enjoy our pieces!

- Jytte Holm Thörnhammar, founder & designer