Childrenswear brand PO.P celebrates 50 years with new anniversary collection

To mark its 50th anniversary, Swedish childrenswear brand PO.P (Polarn O. Pyret) has launched a limited collection highlighting the iconic garments that first put the brand on the map.

PO.P launched in 1976 with a laser focus on creating garments for children "that don't restrict, but enable", allowing them to move and play freely in any weather - cold, snow, rain or wind - and most importantly, last over time.

With the same conviction that launched the brand 50 years ago, it now sets its sights on the next 50 years, continuing to focus on quality, sustainability and longevity.

For PO.P, it has always been integral that clothes are worn by more than one child, and today 66% of PO.P’s outerwear is used by three children or more. In time for its bicentennial anniversary, the brand has added a fourth line to the name label inside the garment, adapting to the increasing number of wears.

The brand has also launched its PO.P 50 Collection, with new pieces to be released throughout the year, beginning in March 2026 with a celebratory drop inspired by the brand's signature blue, red, and white colour palette, reimagined with a contemporary twist.

It will feature blue-and-white striped sets, babygrows, and sleepsuits, alongside coordinating babygrows and T-shirts showcasing the original 1976 ‘Polarn & Pyret’ logotype.

Sara Sjöberg, CEO of PO.P, said: “For us, quality is about responsibility. When garments are thoughtfully designed from the start, they can be used for a long time, by more people and in different contexts.

"That builds trust with families and creates a brand that stands strong over time. Today, we clearly see how our offering meets a growing demand for sustainable premium products, which gives us the confidence to continue investing in the brand and in our growth going forward.

“For 50 years, PO.P has built its business on garments that stand the test of time – both in terms of quality and relevance. As we enter our anniversary year, we do so with a strong foundation and a clear focus on the future."

The brand appointed Gwynn Milligan as Non-Executive Director to support its continued growth and international expansion in December 2025. Milligan has over 30 years of international retail experience, most recently as CEO of British childrenswear retailer JoJo Maman Bébé.