Here’s how we do it…

Fabric: It’s not just soft. It’s THE SOFTEST. We developed it, calling it MarshmallowTech because it’s hyper-huggable and next level feel-good. 

Fit + feels: We like things laid back, so our fits are slightly oversize. We had input from 28 kids age 4-13 to create the perfect cuts. We are obsessive about seams (seriously, they matter. Feel the seams on another hoodie: hard, right?) and craft ours with a signature 4-stitch coverlock construction which makes everything feel weightless to wear. 

Colour: We believe that every colour is for every kid. So we do drops, not seasonal collections, in colours for all genders (not girls and boys). In shades that play so you can mix if you don’t want to match. 

Personalisation: Whatever is individual for everyone! Which means making it your own with a personalisation of your name, initials or whatever word you're into adding. No dinosaurs, rainbows or flowers. Just Whatever you want to add that makes you feel you. 

London, 2021: as a mum of 3 skate-mad boys (then aged 4, 9 and 11), founder Sophie Bloomfield, just wanted to buy great hoodies and joggers. They’re what her kids, and all the kids she knew, lived in.

So why was shopping them so simultaneously difficult? Trawling the high street to avoid superheroes and gendered graphics, attempting to persuade them to wear cute Scandi brands or boringly shopping sports brands basics. Where were the seriously great sweats? Ones that compared with those sold by the skate and street brands that she loved and her kids aspired to?

3 years later – it took 18 months to get the perfect MarshmallowTech fabric and another 6 months to develop a proprietary grey marl version! – Whatever launched in November 2024.

ENJOY!