About Us
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Welcome to Roowi!
Hi I’m Shazia, the founder and creator of Roowi, the UK’s first ever Asian inspired organic kids clothing brand!
I’m a mum of three and a doctor, living and working in London. The idea for Roowi stemmed from the lack of availability of high quality well fitting Asian kids clothes in the UK. Many mums and parents will relate to the difficulty in finding heritage clothes particularly in the run up to important celebrations, festivals and family events. Often reliant on ordering clothes from back in the subcontinent, they take too long to arrive, the sizing is often not right and the material can be uncomfortable for kids to wear.
And so, Roowi came to be. It’s all about pure 100% organic cotton of the highest quality, with elegant designs that fit perfectly. Our flagship range of baby outfits is so unique…we’ve combined our beautiful range of designs with baby friendly features such as popper fasteners, adjustable waists and fabric that’s stretchy and flexible.
Our team also includes talented artisans who bring generational knowledge and skill to the table, from the age old tradition of wooden hand block printing to hand embroidery. Supporting these individuals is important to us as their trade has been largely superseded by a machine based industry.
What’s more is our clothes are made to exacting standards with high quality stitching, and are fully machine washable. The results is clothes that are designed to last and can be used again and again. And when they’re outgrown, they can be passed on to the next little sibling down the line!
The culmination of all this? Clothes that look great, fit like a dream and are kind to their skin. All whilst caring for our planet!
We’re sure your little ones will love these outfits as much as you’ll love to dress them up in! Available right here in the UK, Roowi is ready to arrive on your doorsteps in just a few days.
From our family yours
Love,
Roowi
About our commitment to sustainable fashion
As a new business we have made every effort to bring to you, an ethically produced garment.
Our cotton is 100% organic, certified by GOTS. This covers every aspect of the garment production from field to factory. Non-GM seeds are used, crops are rotated to ensure quality soil, pesticide use is banned, less water is consumed and farmers rights are protected. At the factory, regular inspections are carried out, there is no forced labour and no child labour. We have also eliminated plastic from our packaging. We continue to look for ways to improve our practices.
The result of this all is a superior quality fabric which is kind to your skin and kinder to the planet.