My six year-old god-daughter and her twin sister are, if I am honest, far cooler than I am. Their mum is a stylish vintage-loving Swede who has lived in New York, Paris and London, and whilst their father favours a casual shabby chic, his days working as a set-dresser in Hollywood means he knows how to put an outfit together.

So my dilemma – what to buy those two girls? When they turned four I gave them each a Vivienne Westwood for TK Maxx organic cotton t-shirt, the proceeds of which went to comic relief. I thought I had it covered – cute and cool enough for them and with the ethics taken care of too. The first t-shirt, featuring William Shakespeare wearing a red nose, was quite a success. For reasons totally unknown to me the second t-shirt - sporting a mother and baby elephant - did not go down so well (this is Vivienne Westwood - what more can a girl want??) Instead of a hug of thanks, I received a look of utter disapproval from the trend-setting, globe-trotting tot.

So I was very impressed and more than a little relieved when I discovered POP. Founded in March by mum of two Susie Philips, POP is a ‘multi-brand online boutique’ which offers a carefully sourced selection of clothing and accessories for 4-10 year old boys and girls. The focus is on good-quality brands with a quirky, playful vibe at affordable prices - nothing on the site at the moment is over £30 (though that may change for Winter as they start to offer knits and outwear). The accessories include hand-made jewellery in bright sorbet shades, whilst the clothing brands use organic cotton in some, if not all of their bold, unique collections.

I am told this is the first press coverage POP has received, but with styles that are sure to be embraced by adults and kids alike, I am certain there will be far more to follow. In fact, so taken was I with their blend of style, quality and comfort, that when I first browsed the site, and spotted the Anive for the minors grey chinos, I actually caught myself thinking “if only they had them in my size...”

To browse other stylish childrenswear brands on The Good Wardrobe, or to review your favourite business, please visit our ‘long-life style’ directory.

About the author

Founder and Director of The Good Wardrobe. Lover of charity shops and mending stuff. New to Bristol. Follow on Twitter