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Finnish line Gugguu‘s collection of minimalistic baby and kids’ clothing is all about simple pieces that are comfortable, stylish, and 100% child approved. In lieu of bright patterns or graphic prints, the brand instead chooses a few colors to use each season and focuses on the details instead – big pockets to store little treasures, striking zippers in contrasting colors, and eco-friendly fabrics, to name a few. By seamlessly combining the quality and durability parents look for in kids’ clothing with the comfort and wearability that little ones love, Gugguu has created a line that we can all get behind. And, it certainly doesn’t hurt that the models in these campaign pictures are pretty cute, too! View the entire collection (and read more about the brand’s name!) here.