Shooshon

Shooshon is a women-powered, family-run babywear brand — co-founded by a mother-daughter design duo — creating heirloom-quality garments rooted in traditional craftsmanship and designed for modern childhood.

Each piece is handcrafted in small batches by skilled women artisans in the Bulgarian countryside, where knitting and embroidery remain deeply woven into everyday life. Using time-honoured techniques passed down through generations, our makers create garments with care, patience and intention.

We work with natural fibres — including certified Merino wool and organic cotton — chosen for their softness, durability and natural beauty.

Thoughtfully designed to grow with the child — through our Evergrow System of adjustable details and stretch-fit knits — Shooshon encourages a slower, more conscious approach to children's clothing. Rather than pieces to be quickly outgrown, we create clothing to be worn often, remembered fondly, and passed on.

Inspired by nature, heritage textiles and the quiet rhythms of countryside living, Shooshon celebrates fewer, better things — made with respect for craft and the hands behind it.