What’s new? Nothing. And everything – 50 years of quality
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Since 1976, we’ve created clothes that are more than just garments – we’ve created icons. Constantly refined to meet everyday challenges and designed to be loved and worn by more than one child. To us, that’s what quality means. And to us, quality is a journey that never ends.
What’s new? Nothing. And everything.
A lot has happened over our 50 years:
We designed clothes that let children be children, at a time when children were dressed like small adults. We created classics in materials that withstand wash after wash, with timeless designs that never go out of style. We’ve written Swedish fashion history, with collections for both women and men. We’ve developed materials for optimal durability, always with respect for the planet. We’ve created smart design solutions that help garments last longer. We’ve created, developed and challenged – always with our eyes on the future.
Our core is the same today as it was back then, but our garments have grown over time. Adapted to a new everyday life. And we with them.
One of our founders – Gunila Axén – was part of the 10-group (a Swedish design collective that was influential during the 1970s and early 1980s), which led to a collaboration that gave us our iconic stripes.
Beaver nylon, once the best option, has now been replaced by breathable recycled polyester.
PO.P 50 COLLECTION
During our anniversary year 2026, we launch our PO.P 50 COLLECTION – a limited collection celebrating the heroes that put us on the map. A way to show how far we’ve come, and where it all began.
We’ve always searched for great cotton – today, all the cotton we use is 100% organic.
Family has always mattered to us – and over the years, there have been plenty of ways to match.
On the same journey since 1976
For us, it has always been about quality – quality meaning clothes made to be loved for a long time, and by more than one child. In 2025, we added yet another name line to our labels: a promise to continue increasing the lifespan of our garments. For at least another 50 years.
We are just like before, but better than ever. And together with families everywhere, every single day, we continue to write our story. Thank you for being part of it.
PO.P Second Hand
Our second-hand initiative dates back to the 1970s, when customers could buy pre-loved garments in our stores. In 2010, we launched our online second-hand service, which quickly became popular. Since then, second hand has been introduced in all our Nordic stores — where you can both hand in used PO.P garments and discover new-old favourites.
We’ve loved second hand from the very beginning – and always encouraged mixing old and new.