When Awe Kids founder Rachael Odufisan couldn’t find outfits that spoke to her son’s Nigerian roots, she stitched her own vision: African-inspired kidswear with positive affirmations and proud heritage. Parents loved it – aunties, uncles and godparents too. And between clothing little ones in their culture and creating jobs for young professionals, Rachael has built a community passionate about inspiring the next generation.

What is Awe Kids and what was the inspirational spark behind it?

Awe Kids is a joyful kidswear brand that inspires creativity, celebrates culture and promotes confidence. We create clothing that has a story, incorporates African ankara print and reinforces affirmations.

The spark? My son. When I became a mum, I found it hard to find kids’ clothes that didn’t have just dinosaurs and trucks. I was also stunned seeing words like ‘mini heartbreaker’ or ‘little terror’ on some designs. I wanted to not only create clothes that truly reflected who we are – our Nigerian roots, our joy, and our powerful names – but also clothe him and many little ones with affirmations and prayer.

I wanted him (and other little ones like him) to grow up feeling proud of who he is from the very start.

Why is it important for kids to have clothing inspired by their heritage and culture?

Representation matters – and it starts young. Clothes are one of the first ways children express themselves, and we carry that into our every day as adults.

Growing up in a world where their everyday wardrobe reflects their heritage, it sends a powerful message: you belong, you are seen, your story matters. It’s not just about looking cute (though we’ve got that covered too!): it’s about identity, pride and visibility.

What is your design process and how do you ensure high quality clothing for kids?

Every design starts with a story or memory. Sometimes it’s a nod to grandparents or biblical stories; sometimes it’s inspired by names, moments or culture. From there, I sketch ideas and collaborate with both our online community of ‘awe’-some followers and skilled tailors in Nigeria.

In regards to quality – I’m really picky! As the proud mum of a very active little king, I know how much play and washing kids’ clothes go through. So I only use soft, durable materials and test everything for comfort, longevity and style. If I wouldn’t put it on my own child, it doesn’t go on the site!

We also only source materials and manufacturers who comply with sustainable efforts and all of our packaging is recyclable.

“I only use soft, durable materials and test everything for comfort, longevity and style”

Which products are bestsellers?

Our custom pieces have been hugely popular, with many customers in awe of the idea of having their little ones’ own story told in a unique way, making for the perfect gift. We ask what their interests and favourite colours are, and then create a special piece just for them.

Our two-piece sets are also hugely popular – usually sold-out at markets before they hit the website!

Finally, our Instruments Of Joy Baby Gift Box sets make the perfect baby shower gift, which includes a hat, bib, sleepsuit, vest and matching ankara dummy clip and socks. 

What has been the feedback from parents and customers?

We’ve made parents cry tears of joy! We’ve somehow maintained a streak of meeting a customer who has cried (with happiness!) when one of our pieces evokes a happy memory of a little one they know or when they share a beautiful story of their parenthood journey.

Our shoppers have also consistently shared how soft the fabric is and the beauty of the bold patterns.

What kind of community have you built with Awe Kids?

Our community keeps us going! It is full of parents, aunties, uncles, godparents and creatives who care about raising proud, culture-connected kids.

I also share the everyday adventures of running a business on our socials. Added to this, we run creative workshops for families and new mums and create work experience placements for young people to explore future careers, so it’s not just about the clothes; it’s about connection, joy and shared experiences. We laugh, we create, we uplift!

What’s your professional background and how did you bring that experience into running a business?

Before Awe Kids, I was a Deputy Head of Maths in a secondary school and now I work as a Data Coach for an apprenticeships company. Being in education – especially teaching STEM subjects – I’ve had over 10 years’ experience observing the impact of positive words and community and its link to success by building confidence. I also freelance as an illustrator.

I bring a mix of structure, creativity and analysis to the table. My education background in biology and maths helps with planning and community-building, while my data skills help me track what’s working, what needs tweaking, and where to grow next. 

What has been your biggest business achievement so far?

There have been so many moments of celebration, but this year one of the business’ targets was to find a way to support young people, specifically creating work experience placements that support new graduates and school leavers to grow their experience.

Being a small business, there is lots of opportunity to try things, break them and learn whilst providing support for applications. So far, we have offered five placements, with two successful university offers, a job offer and huge impact – one of them leading to our partnership with Jamii!

 With every sale we make, it supports paying for training and planning for our interns too!

What keeps you going when business gets tough?

My family and community. Juggling motherhood,  a full-time job and running the business all at the same time is hard work!

However, when I get to hear my little one shout, “It’s me!” when he gets a new outfit, the excitement from followers when sharing new designs online, getting to laugh – and cry – with customers at markets, celebrating fellow small business owners and seeing the impact of our interns come to life – these really bring home the why. We inspire creativity, we celebrate culture and we build confidence. 

What’s a dream collaboration or milestone on your vision board?

We’ve been so blessed to have already worked with collaborations we had on our very first vision board – including Jamii, African Fashion Week London and INDX Kids to name a few. We’re hoping to one day collaborate with Mama’s Classes by [antenatal expert] Mama Dinya and the amazing work she does supporting mums in their early journey.

I would also love to work with Black Young Professionals (BYP), shaping how to bridge the experience gap for young professionals and career changers and how small businesses can support.

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