Our Story

For kids with a style all their own.

For more than three decades, By Kid Shop has helped families find children’s clothes with personality. Born Yesterday brings that same eye for the unexpected to a carefully chosen collection of standout pieces.

01 / Our approach

What makes a piece worth choosing?

Details they’ll remember

A playful silhouette, a special texture or a surprising finishing touch can make getting dressed feel like part of the fun.

Room for their personality

We look for pieces children can make their own, from a favorite everyday outfit to something they’ll reach for on a big day.

Finds in limited quantities

Our selection is intentionally small. Check the sizes on each product page, and save a sold-out favorite to your wishlist.

Because style starts young

Ordinary was never really our thing.

Discover clothes that let their individuality show.

Explore the collection