There are several key components that empower a brand to excel (and last!) in the kids’ fashion and lifestyle industry. From being able to adapt and grow according to the needs and wants of your customers to constantly exploring new ideas, one brand that perfectly exemplifies these attributes is Bobo Choses. The Spanish brand entered the market with a bang over 15 years ago, and has become one of the most well-known labels in the industry. With a unique style, their own shops, and a new Fun Tour, there’s a lot to learn from Bobo Choses!

Let’s discover the brand’s success story from the founder herself, Adriana Esperalba, in this exclusive interview with Playtime.

Founder of Bobo Choses, Adriana, photographed by Salva Lopez

Bobo Choses was born out of a need. In 2008, as a new mother, Adriana struggled to find children’s clothing that suited her style preferences. The market was either too childish or simply mini versions of adult fashion. So, she decided to design a few T-shirts with prints she loved for kids. Adriana showcased them at a fair in Paris (Playtime Paris), and they were a success. That’s how Bobo Choses came to life!

When the brand began, Adriana was drawn to the word ‘Bobo,’ inspired by the French expression bourgeois bohème. While the term is sometimes used pejoratively, it represents a community passionate about culture and opposed to frivolous consumerism—yet one that enjoys a comfortable lifestyle enabling such values. She also loved how ‘Bobo’ is an easy word for a child to say. It also has additional layers of meaning: in Spanish, it conveys naivety. In theatrical comedies, it embodies a humorous, endearing character. As for ‘Choses,’ it reflects the brand’s desire to offer more than just clothing; at Bobo Choses, they are captivated by everything that enriches a child’s universe.

Photo from Bobo Choses’ SS25 collection

At Bobo Choses, they aim to bring creativity, authenticity, and joy to the market through collections that feature vibrant designs, bold prints, and engaging storytelling. Their pieces are crafted to inspire self-expression and spark curiosity, allowing kids to connect with the world around them in unique ways. Each collection is built around storytelling. They are brought to life through illustrated books with characters transforming into the prints and patterns of their clothing. Guided by their motto, ‘Have fun!,’ Bobo Choses invites everyone—kids and adults alike—to celebrate creativity and explore life with a playful sense of wonder and humor.

Adriana started Bobo Choses 15 years ago with a kid’s line. Later, they launched baby and then adult lines. The women’s line was born in response to requests from their customers and team members, who wanted to wear garments and prints similar to those in the kid’s collections. They began with a few pieces in 2017. Now for their SS25 collection, the line has grown to include over 100 designs.

While some designs and prints are shared across the categories, they also create pieces specifically for adults, tailoring fabrics, patterns, and styles to their unique needs. The women’s collection maintains the same creative spirit as the kids’ and baby lines. It also offers comfortable, versatile clothing in original colors and distinctive prints. The result is a collection that brings personality and authenticity to wardrobes while resonating with the storytelling and playful identity that define Bobo Choses.

Bobo Choses’ kid’s and adult collection for SS25

Bobo Choses releases two main collections each year: Spring-Summer (SS) and Autumn-Winter (AW). Within these, they also launch limited and exclusive capsules, each with unique design features and seasonal relevance. They’re thrilled to reintroduce their Iconic Collection. It features beloved designs like the apple and cloud prints paired with five innovative production techniques.

In addition to their main collections, Bobo Choses collaborates with like-minded brands to create special projects. For SS25, several exciting collaborations are on the way, though Adriana told us she can’t reveal them just yet!

As aforementioned, Bobo Choses caters to three categories: baby, kid, and woman. While the starting point for all categories is the same—each collection tells a story brought to life through illustrations and prints—they’ve refined fabrics, patterns, and designs over the years to meet their customers’ needs better. Despite these adaptations, Bobo Choses’ core values and distinctive approach remain consistent across all lines.

Their current collections are inspired by various sources. Adriana is inspired by childhood memories and poetry, the places she has visited and the people she admires. Travel is a significant part of her creative process. Adriana loves exploring local shops and uncovering traditional objects and unique treasures that spark fresh ideas.

Most importantly, seeing the world through children’s eyes is an endless wonder. Children’s ability to find beauty in the smallest details and their innate curiosity and creativity inspire Adriana to embrace new perspectives. Observing her own kids and reflecting on her childhood have been especially meaningful influences. They allow her to create collections that celebrate innocence, imagination, and the pure joy of discovery.

Fifteen years ago, Bobo Choses brought something fresh and unique to the children’s fashion industry. As similar brands have emerged, they’ve consistently sought new ways to innovate and differentiate themselves. A key focus has been their commitment to reducing the environmental impact of their production and distribution processes. This is something they believe is essential for a more responsible and sustainable future.

What keeps Adriana passionate about this industry is the chance to connect deeply with children and make them part of the creative journey. By embracing their unique perspectives, Bobo Choses designs clothing that truly empathizes with them, fostering comfort, confidence, and self-expression. The ongoing challenge of discovering fresh ways to inspire and engage their young audience makes this work endlessly exciting and deeply fulfilling.

A key focus has been our commitment to reducing the environmental impact of our production and distribution processes.

— Adriana Esperalba

Bobo Choses is committed to designing with respect for the environment. They prioritize responsible materials such as organic cotton and recycled fabrics. Their production is locally made and manufactured in Spain and Portugal (85% of their clothing is made in local workshops in Spain. The remaining 15% is produced in other parts of Europe and Asia). They work exclusively with suppliers who comply with their Code of Conduct and OEKO-TEX certification in the finishing factories. This all guarantees ethical practices throughout their value chain.

They are excited to re-launch their Iconic Collection, which brings back iconic designs using innovative materials and processes. One is Recycrom™, a revolutionary technology that produces dye powders and printing paste from textile remnants that can be reused. PYRATEX® Seacell 14 fabric is made from organic cotton, algae-based fibre and elastane. It is a responsible process that only uses the regenerative part of the plant, creating a soft fabric that preserves algae’s natural skin care properties. Circulose® is a next generation material of great quality and appearance obtained by extracting cellulose from textile production waste, obtaining new circular fabrics. It is manufactured through 100% renewable energies with less extraction of virgin resources. Creativity is Bobo Choses’ guide to promoting more responsible lifestyles and practices. They are thinking of a better future for everyone, where they preserve fun.

Bobo Choses’ SS25 kid’s collection

Bobo Choses currently has five of their own stores. Three are in Barcelona (one in the El Born neighborhood, their flagship store on Rambla Catalunya nº97, and an outlet in Mataró). They also have one in Japan and a newly opened store in Madrid. Additionally, they have three monoshops and three shop-in-shops in Korea. Beyond their stores, Bobo Choses is present in over 46 countries with nearly 600 retail points of sale. They are also accessible through their online channel.

Their decision to open their own stores stems from the incredible response they’ve received. Their own spaces allow them to fully immerse visitors in the Bobo Choses universe—offering their collections and playful areas for workshops and collaborations with artists, including unique pieces like ceramics and home decor. They love welcoming people into their “home, ” as it brings them closer to their audience and allows them to connect more personally while gathering valuable feedback to keep improving.

Bobo Choses’ flagship store, photos by Salva Lopez

In November 2024, Bobo Choses launched a new adventure: their Fun Tour! The Bobo Choses Fun Tour is a borderless journey that brings the brand’s creative spirit to life in different cities, each time adapting to the unique character and rhythm of the location. Madrid is the first stop and will be open until April. This pop-up is part of their strategy to strengthen the brand in key markets. It sets the stage for future growth and increases their visibility in important regions. While Adriana can’t reveal the next destinations just yet, she’s excited to share that many more are on the horizon, and will be announced very soon! 😉

Their new pop-up store in Madrid is all about bringing the Have Fun! spirit to life playfully and invitingly. Located in the Justicia neighborhood, it is a space where families can explore, play, and dive into the Bobo Choses universe. They designed it as a travelling house filled with surprises, such as interactive workshops, fun installations, a cozy cabin that sparks the imagination and creative activities for kids and adults. They also collaborated with artists like Casa Chinchilla, who created a tapestry featuring their Have Fun! Face.

This pop-up is the first stop on the Bobo Choses Fun Tour, and they’re so excited to travel to new cities and adapt to the vibe of each place. They’re all about creating an experience that goes beyond shopping and letting people truly connect with Bobo Choses’ playful world.

The Madrid pop-up store, photos by Tamara de la Fuente

Bobo Choses’ Madrid pop-up, photo by Tamara de la Fuente

Bobo Choses has been part of Playtime since the brand’s very beginning. It’s one of the most important fairs in the children’s fashion world, and it holds a special place in their story. As Adriana mentioned earlier, it was at Playtime Paris that their first T-shirt designs were so well-received, giving them the push to launch the brand officially.

This January, the Bobo Choses team is excited to participate in yet another edition. “It’s always a joy to welcome customers, influencers, and journalists to our stand,” Adriana told us. Their support and enthusiasm make every edition a rewarding and memorable experience, and they can’t wait to share what’s new this time!

Exhibiting at Playtime allows them to connect personally with retailers, journalists, influencers, and new audiences from around the world. It’s a unique opportunity to showcase their collections, strengthen relationships, and gather valuable feedback. Bobo Choses’ stand is always buzzing, and they love the chance to share their universe with so many passionate visitors! They often wish for more time and more days to welcome everyone properly 🙂

Adriana is excited about this season’s updates! Their booth (F10-G09) will be bigger than ever, with dedicated sections for the new AW25 collection, dynamic interactive areas, and a full showcase of the Bobo Choses Universe. Visitors will also get an exclusive preview of their capsule collections and exciting brand collaborations. She and her team can’t wait to welcome you and share all their surprises at Playtime Paris January 25-27!

Bobo Choses’ booth at Playtime Paris, Winter 2024

When asked about how she would like to see Bobo Choses continue to evolve, she told us she would like to continue their sustainable growth. They still want a more substantial presence in many places in the world, too. Continuing to improve their production processes and customer outreach is another goal on Adriana’s mind. Despite being in the market for 15 years, she still sees a long way to go.

As for what you can keep an eye out for in 2025, Adriana shared that she is excited to unveil new collaborations with brands that enhance creativity and functionality, including innovative designs and accessories. Additionally, as part of their Fun Tour, Bobo Choses will open new stores in key locations to bring their universe closer to their community. “Stay tuned for more updates—we can’t wait to share what’s coming next!” said Adriana.

Bobo Choses’ flagship store

Thank you so much to Adriana and the Bobo Choses team for sharing this exclusive look at the brand! We are so honored to have been involved at the start, and love to have Bobo Choses with us each season in Paris. Get your pass to discover their biggest booth yet and all the surprises Adriana mentioned January 25-27 at Playtime Paris. They will be at Booth F10-G09, so make sure to stop by!

And if you love Bobo Choses, make sure to check out their sister brand True Artist in this interview with Adriana!

All images from Bobo Choses