Neon butter, former Sam the label was created from a love of cool, comfortable kidswear made for everyday life.

We focus on oversized fits, breathable fabrics, natural fibres and mix and match pieces designed to be worn on repeat. Our collections are made for layering, movement and all the messy parts of childhood.

We believe kids’ clothes should feel good, wash well and still look on trend.

Inspired by pieces we’d wear ourselves, just made mini.