UK-based children’s label blending art-inspired graphics, gender-neutral streetwear cuts, and sustainable organic fabrics.
ORIGIN
United Kingdom
PRICE TIER
premium
Founded in 2018 by designer Susan Helen Cole, Main Story is a UK-based children’s wear label that reimagines kids' fashion through an artistic, streetwear-adjacent lens. Operating out of Sheffield with production in Portugal, the brand was conceived to serve the "creative, imaginative, playful world of children," prioritizing comfort and ease of movement without sacrificing style. Cole, whose background informs the brand's sophisticated use of color and print, draws seasonal inspiration from modern art figures like Barbara Hepworth and Dora Maurer, translating their work into graphic tees, relaxed joggers, and oversized knits.