Rylee and Cru is a new promising poetic children’s brand founded last November by super talented illustrator and blogger Kelli Murray.
The line is in total adequation with her simple and neutral loving aesthetic. It consists of versatile staple pieces coming in soft fabrics with a vintage feel, declined in watercolors and mixed with standout prints. With art being Kelli’s passion, you could only expect beautiful prints and they are far from being disappointing. Each one is hand illustrated or painted. The overall feel is very soft and playful. The whole collection is an invitation to dream.
Named after her two children (her never ending source of inspiration) the looks of Rylee and Cru are simply adorable and you can feel Kelli worked as a fashion merchandiser previously. Everything looks so natural and coherent. You just want to buy the whole e-shop! Hopefully they will expand the size range a bit in a near future as for now the pieces go up to two years old.
The collection is made in the USA, from the printing (which she did with her very own dad) to the production. Good to know each piece of jersey has been pre-shrunk which will prevent you from worrying when washing and provide you with a priceless piece of mind.
To make a long story short, Rylee and Cru’s first collection really makes me want to see more. I am addicted already. What a beautiful debut!
Frederique Thumas
I am a Fashion consultant (I worked for Dior, Louis Vuitton and Yves Saint Laurent) and a mother of 3. I am half French and half German, married to a Belgian man. I lived in Paris, Brussels, New York, India and...back to New York. Happy to share my fashion views, product crushes (especially on the American market) and my mom's experience with you! You can also follow me on Pinterest: http://www.pinterest.com/fenetressurcour/
Subscribe to our Pirouette Newsletter
For news, updates and insights into the business of kids fashion & lifestyle
You might also like
October 6, 2025
Reviving a Legacy: Inside Bundgaard’s Rebrand with Majbrit Weidemann
We recently connected with Majbrit Weidemann, Managing Director of Danish shoe brand Bundgaard to learn more about the label’s fascinating rebrand. With a clear vision for future, Majbrit is…
October 5, 2025
Abercrombie Kids Expands Global Reach with Haddad Brands Partnership
Abercrombie Kids Partners with Haddad Brands Abercrombie & Fitch Co. has announced a new partnership with Haddad Brands to take its abercrombie kids label to the next level, adding global…
October 1, 2025
A minute with Minimalisma
On the day that the Minimalisma × Zoë Pastelle Edit launches we chat to founder & creative CEO Maja Akraberg about basics that are not so basic...
September 20, 2025
MOLO – born to ask why not!?
Molo founders Rikke & Mogens Jepson shares their kids fashion insight. Molo will always be one of my favourite brands. Not just because I’ve got to know the team (who are all lovely BTW), nor…
August 12, 2025
Is Jellycat too BIG for small independent kids boutiques?
Minimum monthly spend for Jellycat stockists has increased... There is no denying that Jellycat's growth, product quality & marketing has been impressive over the years. Since their launch in in…
July 14, 2025
Pirouette runway show at Pitti Bimbo 101 – Mama’s shopping list
Pirouette runway show at Pitti Bimbo 101 A lot of fun whilst also making sure of your 5 a day...
May 11, 2025
Boots launches affordable Summer baby clothes collaboration for 2025 with Mollie King
Boots x Mollie King: Maybe Baby & Maybe Junior Ranges Boots has unveiled its Summer 2025 Maybe Junior and Maybe Baby collections in collaboration with Mollie King, who returns as Creative…
May 1, 2025
A symphony of style: The Sunday collective
The Sunday Collective is a brand that designs their boys collection with as much passion as their girls. It’s an even split which makes for some brilliant boyswear -cool & comfortable, we’re big…
December 10, 2024
Kids’ fashion brands: What to do with archive stock? Now Used
Now Used is inviting you to work with them! What to do with your archive stock? Maybe there is a helpful new solution for that...Excess stock is a burden. Not only environmentally but financially…