Imagine a clothing label that spoke the language of children. Now imagine if, each season, that label shapeshifted to tell a different story, of putting the world to rights among the salty sea air or a never-ending adventure, played out under the dappled midsummer sun. That label is Bobo Choses – and it’s safe to say we’re into it! Talking to founder and creative director Adriana Esperalba, we go inside the inspirations and illustrations that have drawn out an infinite storybook of ultra-cool kidswear.
What influenced you to move into childrenswear?When we got pregnant – me and my partner – I started to look for shops to buy some stuff and I realised that I didn’t like what I could find. So, as we are graphic designers – we didn’t come from fashion design – we thought it would be fun to put our drawings on a T-shirt or on a body. We started like this, just playing. This was 10 years ago and we had a communication studio, so we tried to run these two businesses together but then Bobo started to grow more so, after four years, we closed the studio and kept going with Bobo.Shop now
Why is storytelling so important for children?For me, since my kids were born, I tried to tell them a tale every night – a different one or they choose one. So, for them, it’s about imagining things, or being free to imagine: it’s very important to have a story behind.
“The kind of curiosity that kids have, the kind of questions they have – sometimes you can’t even answer because they are weird sometimes!”
Were you a dreamer as a child?I was very curious, and I liked to run through nature. I played a lot of sport and I thought maybe I could go to the Olympic games – not a fashion designer!
What inspires you?Everything. I like to look back on when I was a child, so looking at pictures inspires me a lot and the things I like to do. And also, my kids inspire us; a movie or a song can inspire for me, to start the story. Also, sometimes there are people in the world who are very important for what they do.Shop now
“We have to have clothes that do more, or are the best quality – for me, it’s the opposite of fast fashion”
Describe the perfect never-ending summer’s day.One that never ends! Just to be surrounded by nature, where my kids are playing, where the sun never goes down, so you’d have a long, long day.Shop now
You’re based in Barcelona – how does this inform your aesthetic?I think the weather there is very inspiring. Also, because we live near the sea, near the beach, which is also important for me because I live where I was born so I need to be near the sea. I think also I like to go to the water – it inspires me a lot. I think the weather definitely, the light, it helps us to design.
Why is it important for you to work with local manufacturers?For me, to have this kind of community – our neighbours produce our clothes – is very important. Also, we can check the quality because they come to our headquarters and we go to the ateliers. Having this kind of relationship is very important to the quality. Almost 90% is made local and I think it’s the future.Shop now
There’s been a push towards sustainability in children’s clothing. Why do you think this is?We have to be more conscious about the environment, about climate change, and we have to be less consumers – but maybe this is against what we do because we have to sell! At the end, I think we have to have clothes that do more, or are the best quality – for me, it’s the opposite of fast fashion.
Can you offer any clues as to what’s coming next?I think English people will like the autumn/winter collection because it’s inspired by the mood in British music. Our projects are to keep improving our quality and to surprise with every collection – because we change a lot every collection. We have in mind to open a store, our first in Barcelona, and also, we have the women’s collection – just to keep growing in that way.Shop now