PO.P Celebrates 50th Anniversary

PO.P marks 50 years with a limited collection and continued focus on quality in 2026

In 2026, Swedish childrenswear brand PO.P (Polarn O. Pyret) celebrates turning 50 – a monumental milestone of dressing children in durable, weatherproof and functional clothing that’s made to last, for 50 years. To mark the occasion, PO.P launch a limited collection highlighting the brands most iconic heroes, while the focus also turns to the future, with an even stronger emphasis on longevity and quality.

What’s new? Nothing. And everything.

Since its founding in 1976, PO.P has had a clear focus. Children’s clothing should be designed with children in mind. It should withstand movement, play and all kinds of weather, while lasting over time. Garments that don’t restrict, but enable. The core of the brand remains the same today as it was then, but the products have evolved alongside society – adapted to a new everyday life, with a continued focus on quality, function and sustainability.

For PO.P, it has always been a given that clothes are worn by more than one child. In time for the anniversary year, a fourth line has been added to the name label inside the garments. A small detail that says a lot, and the reason is simple: there was no longer enough space for all the names every garment was worn and loved by. Today, 66% of PO.P’s outerwear is used by three children or more, and the company’s motto “To be worn by at least three children”, is more relevant than ever.

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“For us, quality is about responsibility. When garments are thoughtfully designed from the start, they can be used for a long time, by more people and in different contexts. That builds trust with families and creates a brand that stands strong over time. Today, we clearly see how our offering meets a growing demand for sustainable premium products, which gives us the confidence to continue investing in the brand and in our growth going forward” - Sara Sjöberg, CEO of PO.P. 

Technical outerwear for children’s outdoor lives

Outerwear is one of PO.P’s most loved product categories. With timeless design, technical materials, carefully developed features and fits adapted to children’s movement, the brand creates garments that work in everyday life and last for generations.

The principle is the same now as it was then. Children should be able to play outdoors whatever the weather. That requires clothing that can handle cold, snow, rain, wind and play from morning to evening.

PO.P 50 COLLECTION

As part of its anniversary celebrations, the brand launches the PO.P 50 COLLECTION — a limited-edition range paying tribute to the iconic garments that first put PO.P on the map. The collection reflects both the brand’s heritage and how far it has evolved over the past five decades.

New pieces will be released throughout the year, beginning in March 2026 with a celebratory drop inspired by the signature blue, red and white colour palette, reimagined with a contemporary twist. The launch features hero blue-and-white striped sets, babygrows and sleepsuits, alongside coordinating babygrows and T-shirts showcasing the original 1976 ‘Polarn & Pyret’ logotype.

Looking ahead – at least 50 more years

For PO.P, quality has always been about creating garments that can be loved for longer and by more people. With a renewed promise to continuously improve its products, the brand continues its journey – with the same conviction as 50 years ago. And with its sights set on at least 50 more years.

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“For 50 years, PO.P has built its business on garments that stand the test of time – both in terms of quality and relevance. As we enter our anniversary year, we do so with a strong foundation and a clear focus on the future. By continuing to develop high-quality products with a long lifespan, we are creating the conditions for sustainable and profitable growth in both existing and new markets over the next 50 years as well” - Sara Sjöberg, CEO of PO.P. 

The PO.P 50 COLLECTION is available now online at www.polarnopyret.com. To view lookbooks, download additional imagery, or enquire regarding samples please visit our Press Loft press office.