We Make Bright Clothes

Once upon a time dresses were for pink princesses. Not these frocks! Smock is for dreamers, daredevils, pirates, punks, scientists, craft queens and the rest. For every kind of girl to shine in every kind of way.

We started Smock to create gorgeous clothes for these feminine firecrackers. Her effervescence shines through in every detail: neon pops, rocking smocking, zesty trims and luscious Liberty fabrics. We want to bring exquisite girls’ clothing full of embroidery and smocking fizz whizzing into the 21st century with a firestorm of electric rainbow loveliness, inspired by the mega watt personalities of the women - big and small - we are lucky enough to count as our customers.

Smock wants all girls to shine at their brightest, in their clothes, their lives and above all, their spirit. Today the future is female and there has never been a better time to shine! We invite little ladies to feel the world today is their oyster, there for the taking and making of it. This joy, exuberance and ambition is our inspiration and our mission.

We Make Bright Clothes

Once upon a time dresses were for pink princesses. Not these frocks! Smock is for dreamers, daredevils, pirates, punks, scientists, craft queens and the rest. For every kind of girl to shine in every kind of way.

We started Smock to create gorgeous clothes for these feminine firecrackers. Her effervescence shines through in every detail: neon pops, rocking smocking, zesty trims and luscious Liberty fabrics. We want to bring exquisite girls’ clothing full of embroidery and smocking fizz whizzing into the 21st century with a firestorm of electric rainbow loveliness, inspired by the mega watt personalities of the women - big and small - we are lucky enough to count as our customers.

Smock wants all girls to shine at their brightest, in their clothes, their lives and above all, their spirit. Today the future is female and there has never been a better time to shine! We invite little ladies to feel the world today is their oyster, there for the taking and making of it. This joy, exuberance and ambition is our inspiration and our mission.

For a Bright Future

To inspire bright futures for our little ladies, we need to help make that future happen. Smock passionately believes business should be a force for good.

“Be a Rainbow in someone else’s cloud.” Maya Angelou

This glorious little quote says it all: As a business we want to have a positive impact on the world around us in everything we do: on the people we work with; on the customers we serve; on the children we design for; on the planet we live in. This is how we do business.
For every Smock sale we set out to create a positive impact for people and planet. A tangible, positive action that helps make the world a better place. For every sale, we will spread a rainbow in someone’s cloud. So every purchase, every drop of growth for our business, builds a brighter future for us all. Read more here.

Meet The Girl Gang

What better way to inspire possibilities in our little ladies than by telling the awe-inspiring stories of brilliant women in history? Each Smock style is named after one of these wonderful women.

From ‘The Pankhurst Pinafore to ‘The Cleoptra Cardigan’, every product celebrates a different icon and her story. In telling her story we hope to open your little ladies eyes to all the wonderful possibilities out there for her.

 

Meet Us

We are a pair of feisty females with a clutch of little ladies and an unhealthy obsession with bright colour. When it came to addressing the wardrobes of our mini me's we were struck by a couple things: First we struggled to find stylish classic children’s clothes with colour - we were awash in a sea of chic nudes, vintage earthy tones and cartoon graphics. Second, classic girls clothing seemed to be dominated by “The Princess” - the passive-pretty-polly-sitting-on-the-sidelines image - which was a universe away from the fabulous ferocious fireballs laying down the law in our own homes and the wonderful wave of feminism that was sweeping the globe and paving a better future for those fireballs. We set out to change all this and Smock was born.