Olive&Moss launched in July 2007 with a simple capsule collection of just 10 designs. Customers were instantly drawn to the simplicity of the designs, based around animal character illustrations each with their own name and identity. The appeal of these characters, with their simple graphic style, quirky retro twist and sweetly serious expressions, has successfully added a certain ‘Je ne sais quoi’ to the designs of today's growing baby wear market.