About us

We’re Jenny and Anna — childhood friends from LA who later reunited as mums in London, which we now call home. 

When it came to dressing our kids, nothing felt like us. Shaped by our Korean heritage, LA roots and London life, our style never followed one set of rules - and we wanted the same freedom for our kids. 

So we started aigo - a kidswear brand for the messy, chaotic, sometimes-hilarious reality of raising a kid. No dress codes. No perfect parents. Just real life, in style.

aigo [‘EYE-go’] is what Koreans say for those oh sh*t moments - when your kid cuts their own fringe or dumps spaghetti on their head. It’s part oh no, part aww that’s cute - basically, parenting in a word.

We don’t do perfect. Just comfy (even our kids approve), play-ready, mix-and-match pieces that follow no rules but your own (and maybe your kid’s). We handpick every piece from Korea - known for playful design, great shapes, and fits that actually feel good - made to grow with them and never go out of style.

Our drops are limited and small, because it’s just us (hiyee 👋), and we want each piece to feel like a find - something you and your kid will reach for again and again.

Less pressure, more play. For kids who won’t sit still — and parents who are over perfection.