Swedish childrenswear brand Polarn O. Pyret (PO.P) celebrates its 50th anniversary in 2026, marking half a century of designing durable, weather-ready clothing built for real childhood.
To honour the milestone, the brand launches a limited-edition PO.P 50 Collection. At the same time, it sharpens its focus on quality, functionality and long-term sustainability.
50 Years of Purpose-Led Design
Since launching in 1976, PO.P has followed one clear principle: children’s clothing should support how children actually live.
In other words, garments must handle movement, play and unpredictable weather without restricting comfort. As a result, the brand continues to design pieces that last longer and perform better.
While trends have shifted, PO.P has stayed consistent. However, it has refined its collections to reflect modern lifestyles. Today, the brand combines technical materials, practical design and responsible production to meet growing demand for premium, sustainable childrenswear.
Built to Be Passed Down
From the beginning, PO.P has designed clothing with longevity in mind. Crucially, the brand encourages families to pass garments down between children rather than replace them.
Today, that approach delivers measurable impact. In fact, 66% of PO.P’s outerwear now gets worn by three children or more.
To reflect this, the brand has added a fourth name label inside each garment. As a result, families now have more space to track each wearer, which reinforces the brand’s long-standing philosophy.
Sara Sjöberg, CEO of PO.P, says:
“For us, quality means responsibility. When we design garments with care from the start, we extend their lifespan and allow more people to use them across different contexts. That builds trust and strengthens the brand over time.”
Technical Outerwear That Works
Outerwear remains one of PO.P’s strongest categories. Not only does it deliver on performance, but it also maintains a timeless, recognisable aesthetic.
The brand engineers each piece to handle rain, wind, snow and cold, while still allowing full freedom of movement. As a result, children can stay outdoors longer, whatever the weather.
Introducing the PO.P 50 Collection
To celebrate its anniversary, PO.P introduces the PO.P 50 Collection, a limited-edition range inspired by its most iconic designs.
The first drop arrives in March 2026. It reimagines the brand’s signature blue, red and white palette with a modern update.
Key pieces include:
- Blue-and-white striped sets
- Babygrows and sleepsuits
- Classic T-shirts featuring the original 1976 Polarn & Pyret logo
Throughout the year, the brand will release additional drops. Consequently, the collection will continue to evolve while staying rooted in PO.P’s heritage.
Looking Ahead: The Next 50 Years
As PO.P moves forward, it continues to prioritise durability and responsible design. More importantly, it aims to extend product lifecycles while scaling sustainably across global markets.
Sara Sjöberg adds:
“For 50 years, PO.P has built its business on garments that stand the test of time. Now, as we enter our anniversary year, we are strengthening that foundation while focusing firmly on the future.”
About Polarn O. Pyret
Polarn O. Pyret launched in Sweden in 1976 with a simple goal: to create clothes that let children be children. Today, the brand leads the childrenswear space with a strong focus on circularity.
Each garment is designed to be worn, washed and passed down. Ultimately, the mission remains unchanged: every piece should be worn by at least three children.