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The fabrics with Roo patterns are designed by Ulla-Maj Saarinen. The fabrics are made using many art techniques such as painting and hand drawing. We have used rotary and digital printing based on Ulla-Maj’s artwork. All our fabrics are printed in Poland Europe and they have Oeko-tex 100 certification. In the fabrics with patters we use mainly organic cotton.


Our clothes are produced in Estonia Europe. We use organic cotton and the fabrics have Oeko-tex 100 certification. Clothing models are designed by Sanne-Maija Morelius. We use double sizes from size newborn 44/50 to 140/146. Our clothing line is introduced in Lapsimessut fair, Helsinki April 2017.


Ulla-Maj studied art in the University of Art and Design in Helsinki and graduated in 2006 with Master of Arts Degree. Maija studied Bachelor of Business Administration in Tampere University of applied sciences and graduated in 2010.

As Maija’s and Ulla-Maj’s collaboration increased Maija was able to see the
stories in Ulla-Maj's art and patterns. The story of Roo is their first work where Ulla-Maj has illustrated Maija’s story and this storyline follows through all of the Roo collections. The world of Roo is a fascinating mixture of fairy tale and art.


The story of Roo is an imaginative story of a little kid called Roo. He has just became a big sibling and he has difficulty falling asleep at bedtime. Dad is snoring in the other room and Roo is wondering does little brother have blue or brown eyes and does he have curly hair like he has. But most of all Roo can't fall asleep because he misses Mom.

Every night hundreds of "Bunny the Dream Readers" from the planet of Kuinkuu come to earth to collect kid’s dreams to planet Kuinkuu’s main library. Since Roo had trouble falling asleep one Bunny the Dream Reader accidentally picked his dream too early and Roo travelled with the dream to the world of Kuinkuu. Story of Roo starts when he opens his eyes on the surface of planet Kuinkuu and meets his new friend Mr. Daydreamer (picture above).

Mr. Daydreamer promises to bring Roo back home by morning. However they still have a long night and the mysterious planet called Kuinkuu to explore...

We hope that you will like our playful and fun designs and that they are able to bring beauty and inspiration to your everyday life.

Welcome to the world of Roo!


The dream of Roo. First fabrics released in January 2017. First clothes introduced in Lapsimessut fair, Helsinki April 2017. Clothing line online release May 2017.

The hat party, Released in August 2017.

Bedtime stories, Released in September 2017

Ed and his neighborhood, released in March 2018.


Roo for kids Oy

Puurtajankuja 4
60100 Seinäjoki

VAT.nro 2783169-9

Tel. +358 44 23 29 36 / Maija