The brand Vem? (Who?) was created by the sisters Anna Hörling & Stina Wirsén, and the books about Vem? are loved by children worldwide. In Sweden, the books have sold in nearly half a million copies. Now the figures are for the first time featured on baby clothes – a collaboration with Sture & Lisa.

The collection Vem? are made of organic (GOTS) and fairtrade certified cotton, and includes bodysuits, pyjamas, shirts, playsuits, trouser, dress, blanket and a hat. Sizes availible are 56-98.