Dressing the bump/your new bundle of joy - PramFox Singapore

Dressing the bump/your new bundle of joy

Dressing the bump/your new bundle of joy

A letter to you from Anna Bervander, co-founder of Lagom Kids.

Dear Mum,

I’m a mum of twin boys and one of the founders of Lagom Kids. The journey to becoming a mum for me was a long one. I really feel it’s such a gift to be a mother.

So when it comes to baby and children’s clothing, my principle is quite simple. I believe in the philosophy of Lagom (a Swedish word and concept) that literally translates to ‘the right amount’. Not too little, not too much, but just right. I highly recommend to shop good quality, ever-lasting designs made of natural materials, that can be worn throughout the day for different occasions - clothes that your little ones will be comfortable in to freely explore this wonderful world of ours. Hopefully, clothes like these can be passed on to another family member or friends and, in doing so, helping our planet by wasting less.

I believe in making clothes that survive one child to the next! Extending the life of clothing by an extra nine months can reduce carbon, waste and water footprints by around 20–30% each. Shop smart. Reuse, recycle and choose quality over quantity.

As a mum, it’s so important to stay positive. Some days can be really tough but mindset and attitude will help you stay strong. Stay positive and remember all (or at least most) of us are figuring it out as we go along.

Anna xx

Anna Bervander | Lagom Kids

Anna was born in Sweden but moved to the bright lights of San Francisco at the age of 19 where she achieved a BFA Graphic Design degree. She began her career as a graphic designer in San Francisco, before relocating again, this time to Singapore, in 2001.

Lagom Kids is a concept that was created together with a friend after both became mums. Building brands together in their previous work experience, they felt inspired to create quality kids clothing with simple clean designs in which their kids could run, play, and nap.

The goal with Lagom Kids is to create a brand that inspires a simple, carefree childhood, full of play and exploration. Lagom Kids is passionate about making children feel confident and comfortable so they will grow up as engaged, confident adults.

Contact Anna on 9168 6116, hello@lagomkids.com, www.lagomkids.com.


Beth Medley | Hunter + Boo

Hunter + Boo is a modern, ethical baby and kids wear label that doesn’t compromise on style or personality. The label was founded by sisters Beth and Sarah Medley who combine their love of fashion, art and nature with a desire to improve the lives of those who produce their collection. Made with the softest 100% organic cotton and eco dyes, each garment celebrates the joy of childhood, made with care to leave as light a footprint on the environment as possible.


Floris Oh | Sagaseed

Sagaseed was started when founder, Floris, was pregnant and feeling uninspired by the options of prints, frills and layers. She wanted to dress her new body with clothes she would normally wear so she set out to create a few key items that would become the essentials in a  pregnancy wardrobe and beyond. The collection, which uses only sustainable fibres, helps to make style easier and comfortable, enabling mums to feel the difference during pregnancy and motherhood.

Contact Floris at hello@sagaseed.shop, www.sagaseed.shop.


Lisa Chong | Stillen Maternity

Stillen Maternity was born out of a dream to dress the working mums and mums-to-be with chic professional wear that is nursing friendly for pumping in the office. Stillen curates and creates collections with pieces that are functional and stylish.  These pieces will serve well from pregnancy to nursing days and beyond because you can barely tell they are maternity wear.

Mums can get so busy taking care of their babies that sometimes they forget to take care of themselves too. Dressing for work during pregnancy and nursing days is now effortless with Stillen Maternity, because they will have you looking your maternity best in comfortable fabrics and stylish designs.

Contact Lisa at hello@stillen.com.sg, www.stillen.com.sg.



Bonds is a well-loved Australian underwear and baby clothing brand that’s been around for over 100 years. With incredibly cute designs and very comfortable patterns, they’ll quickly become a favourite in your household. Bonds ships to Singapore for free for orders over S$100.



A global favourite for kids clothes, H&M has about a dozen stores in Singapore with a great selection for babies, toddlers and beyond.