2020 in review

Looking back at 2020, we feel blessed to be supported by so many amazing people. A lot has happened, and then changed again, and then changed again... 

So, we've jotted down some achievements below.

New product lines

We've launched a couple of new product lines such as our cool co-creations with Boijoux, a Belgian artisan who works with wood, recycled acrylic and enamel. The pins and necklaces that were born out of this “marriage” are fun and colourful. Both adults and kids find it hard to decide which one they like best.

In Chile, we have been working very hard to present to the world our Dream Out Loud collection; soft and ethical knitwear made from a blend of organic cotton and superfine baby alpaca from the Andes. These hats, scarves, jumpers and baby blankets were very well-received by their first owners, which encourages us to prospect buyers from kids fashion boutiques around the world.

Our sustainable basics were an instant hit: hoodies, sweaters and T-shirts made of high-quality GOTS-certified organic cotton and recycled polyester, with a white embroidery of our smiley rocket. Parents tell us their kids won’t take their hoodies off, as they are so comfy.

Extending the lifetime of our garments

During #secondhandseptember, we proudly launched a new feature on our website: customers can now buy and sell pre-loved items. From one sustainable parent to another! Because kids grow out of their clothes, and because buying pre-loved is smart, sustainable and totally trendy.

We want to make sure the clothes can find a second home, where other children can wear them. If you haven’t already, check out our pre-loved offer! Or perhaps you want to sell a pre-loved garment? Contact us!

Reducing waste

We use our creativity to be sustainable throughout the whole process: from design, to sustainable packaging that can be reused or composted. 

And then, with lockdowns everywhere in the world, sales of kids clothing took a deep dive everywhere. In a quick response to a new need, we created face masks out of scraps of fabric (which sold very well in Asia, however not so much in Europe), and introduced the pre-order purchase model, which helps us to produce the right quantities, and thus avoid waste.

We were pleasantly surprised to see that our customers were quite happy to wait a couple of weeks for their order to arrive. Thanks to them, we can continue to create decent working conditions for apparel workers around the world. 

A growing community of cool people

We are part of the #fashionrevolution. It means that we believe in business as a force for good, and making fashionable clothes for kids in a way that is fair to people and kind to our planet.

Our clients are free spirits, cool kids and their even cooler significant adults, who teach them about great style and responsible consumption. 

We’re building The Extra Smile people together with lots of great people, including you. Even if you haven’t bought from us (yet), the fact that you are reading this blog helps us build our web presence, which makes it easier for potential customers to find us.

If you follow us on social media (twitter, facebook, Instagram, LinkedIn), you help us build credibility, as well as when you write a review about a product you bought from us. People like to read customer experiences before they decide to try a new brand like us, so we are very grateful for all the pictures, likes, comments and reviews you send our way.


2020 has a very challenging year for everyone, and for us it was no different. However, thanks to your support, we feel motivated and creative, and very determined to make The Extra Smile a successful brand.

We hope that you’ll continue to cheer for us and everyone in our supply chain in 2021. We can’t do it without you. Thanks for your support. 

Heleen & Samantha 💚 🙏🏻 😊