Hello!
I’m Lenne-Ann Orusalu, founder of Safal KIDS.
I’m someone who has been fascinated by clothes, fabrics and sewing since primary school. This interest has never been just a hobby – it’s been a natural part of me. This is why I decided to study textile work at Haapsalu Vocational Training Centre, where I gained a solid foundation in both technical and creative skills.
Later, I continued my education in various knitting and sewing courses, where I grew in my understanding of the importance of material quality and thoughtful production. The more I learned, the clearer it became that a good product always starts with the fabric and its durability.
My internship with Mare Kelpman left a particularly deep impression on me. Her approach to design – uncompromising quality, durable materials, small production runs and the involvement of local craftsmen – are values that have influenced my own thinking and work to this day.
Safal Fashionist Safal KIDSini
It was from these values that Safal Fashion was born in 2013, with its first products being sewn and woven ring shawls. It was my first step into the world of a brand created with my own hands.
A few years later, when I became a mother for the first time, my view of children’s clothes became even more personal and practical. I realised very clearly how important it is that clothes are not only beautiful, but also really comfortable, durable and supportive of the child’s everyday life.
From this need and experience, Safal KIDS grew – the natural extension of my long-standing dream. A brand created from mother to child, growing with my own children and their needs.
Convenience that’s actually been tested
I have always been passionate about the comfort of the smallest people.
Every Safal KIDS product goes through a real-life test – on my own children – before it goes on sale. This means that I don’t just create clothes as an idea on paper, I make sure they work in real life:
- on the move
- playing
- nursery and school
- in everyday wear
Only when the fabric has proven itself in everyday use does it go into production.
Leather-friendly and reusable clothing
All Safal KIDS products are made from OEKO-TEX® certified fabrics, which means they are tested and safe for the skin.
In addition, many of our designs are made to suit both boys and girls. This makes it easier to share and reuse clothes within the family and encourages more conscious consumption.
We believe that children’s clothing does not have to be a ‘one-off’ item for one child, but can live many lives.
Bring it back – circular economy in real life
When Safal KIDS clothes are no longer used in your family, their story doesn’t have to end there.
Our “Bring it back!“ initiative gives a chance:
- bring used Safal KIDS products back to us
- re-purpose them
- or find them a new owner
Once a year, we organise a take-back campaign to keep clothes in circulation as long as possible and reduce unnecessary waste.
This is our way of contributing to the circular economy in real terms, not just in words.
Co-creation and development
If you feel that there is something in our collection that you or your child could be missing, feel free to contact me.
Safal KIDS is not just my brand – it’s an ever-evolving co-creation where the needs of children and parents shape new ideas, cuts and products.
Without new ideas, there is no development. And that’s why every feedback is valuable for me.
Until new meetings
Thank you for being here and being part of this journey.
