I’m a Swedish designer who has lived between New York and Stockholm for over 20 years. When I first arrived in NY I was a teenage club kid who barely spoke English, couldn’t remember names and called everybody Sweetie (hence the name:).

I started out as an intern at a design studio in Union Square, ended up as a creative director, running my own company together with my super talented husband James.

When I got pregnant 2 years ago I started scouring the internet for cute duds for the coming addition to the family. I wanted something cute but with attitude, clever and clean designs - Swedish style.  

I found a lot of (very expensive) stuff - but had such a clear idea of what I wanted that I realized that the only way to get it was to make it myself.(unless I wanted to over pay and have it shipped from Sweden or Japan) 

Truthfully, my first inclination whenever I can’t find what I’m looking for is always to make it myself. That way I get exactly what I want, no compromises.

So I created SWEDEY a kids brand inspired by my daughter Paloma and all her cousins back in Sweden. Smart, independent, beautiful kids with a strong sense of self and style,

not big fans of movie merchandise or silly prints in a million bright colors - and neither am I. 

When I buy something for my daughter, I want to be able to say “I’d wear that”. Cute, but cool. Graphic prints in black, white and gray with a splash of color here and there. 

Tees, onesies and tutu’s with artwork I design and print myself, and mini-monster bags, messenger bags, birthday cards, graphic pillows and prints for nurseries or kids rooms. A little bit of everything. 


I hope you like it!

Puss och kram - Annaminh