Responsibility has been at the heart of Wheat since the beginning in 2002. We want to be part of a movement for positive change in our industry - and in the world - measuring our success not only in profit but in the impact we have on people and planet. Ultimately, we want to use our business as a force for good.
OUR MISSION
Our mission is to provide stylish essentials for an ever-playful childhood. We are committed to creating high quality kidswear and footwear that allow kids to be kids in all their adventurous ways, through all seasons and weather conditions. We celebrate the surprising, creative, and curious ways in which kids explore the world. We design for all children and all their adventures with responsibility, product safety and longevity in mind. Our products are:
- Comfortable and durable
- Certified free from harmful chemicals
- Produced under ethical conditions.
OUR UNIVERSE
Rooted in Scandinavian traditions, Wheat is inspired by nature, the magical change of seasons as well as the freedom and imagination of a childhood spent outdoors and in active play.
Discover:
- Colors & Prints: We carefully select our color palette to reflect the shifting light and moods of the seasons
- Hand-Drawn Details: Our signature hand-drawn prints—featuring flowers, leaves, animals, and whimsical creatures—are inspired by the forests, coastlines, and meadows around us
- Scandinavian Harmony: Our aesthetic blends a sense of calm with a touch of adventure, capturing the beauty of nature and the magic of childhood
Freedom of movement is essential for children. We take pride in:
- Comfort & Mobility: Our designs are made for play and activity, allowing children to move freely.
- Fit: We rigorously test and refine our products to ensure a fit that meets children's needs.
