Leo Leo, a brand for the playful family
Leo Leo is a brand for the playful family, based on creativity, free imagination and to which both mother and father are seen and recognized. As well as an ambition to make luxurious and timeless designs for children and babies. Their design philosophy is to create organic quality toys, combining tradition with contemporary design.
Who is behind Leo Leo?
We are Emil and Josefine, husband and wife, founders of Leo Leo and parents to our two children Leopold (3 years of age) and Hilma (9 months old).
When did your story start?
A big part of our background and history actually goes way back.
We were seven years old when we met each other for the first time. It was the summer back in 1991 in the first grade at our school North of Copenhagen. Little did we know what that meeting would lead to. We were best friends, later we became teenage lovers, but when school ended we lost all contact.
We hadn't seen each other in over 12 years, but one night everything changed. It was at a reunion party with our old classmates we found each other again. It’s such a cliché but honestly it was like finding “home” and within four years we’ve got married, made babies and begun our journey with LeoLeo.
Is it difficult to work together being a family?
We love working together and part of our focus by starting a business together is to be able, to work on ideas and project everyday. We have a deep respect and love towards one another and share the dream of a free life as a family.
Right now we are working really hard on being successful with our brand Leo Leo and hopefully in the near future move away from the cold North to live under warmer skies. We are working towards the possibility of living abroad in Portugal this year. We really like the lifestyle that follows a life in warmer weather. We dream of a life by the sea and where swimming in the ocean is an everyday ingredient -and also we would love to teach our kids and ourselves how to surf.
How important is the social media in your business?
Part of our business strategy is primarily to do whatever feels right and of course being active on social media. Specially Instagram has grew to be an amazing platform for “new comers” and this is also where we use a lot of hours and work. It’s amazing how it open up borders between countries as well as social statutes. We are in contact with so many different people daily and amazing stories all over the world.
What are your plans for Leo Leo?
We wish to give our blog/journal a bit more attention and give an inside on how we are trying to “make it” with LeoLeo and also following our dream of living near the sea.
We are going to sell everything we own, pack up and leave. Hopefully it will be possible when summer ends in Copenhagen.
What inspires your products?
We have shared our childhood at a Waldorf school, where we grew up with poetic toys in calm and harmonious surroundings. A background we proudly try to integrate in the development of our own designs.We do everything ourselves in Leo Leo. Together we develop the designs, create the visual identity and have fun working out everything from start to finish.
How do you organise your work?
Our separate backgrounds form kind of a particular combination; Josefine bringing expertise from her profound background as a designer. With a master in design from the The Royal Danish Academy of Fine Arts, School of design and Emil with his prior position as an auto mechanic and a later-trained Body-SDS body therapist. Working with body therapy and personal development for both children and adults.
How do you define Leo Leo and your first collection?
Leo Leo is a brand for the playful family, based on creativity, free imagination and to which both mother and father are seen and recognized. As well as an ambition to make luxurious and timeless designs for children and babies. Our design philosophy is to create organic quality products, combining tradition with contemporary design.
This spring we have worked in a neutral color palette as we believe that there is a need for calm and harmonious products for children and babies. Our first collection "White Lions" is developed with the hope that it will be something mom and dad want to keep for future generations to come.
We strive to be sustainable in our production while focusing on developing organic quality products with a playful and functional expression in our design.
Our products are designed by us and are produced at our GOTS certified factory in India, to whom we have a good relationship. We strive to be as sustainable as possible and our first collection of soft toys is exclusively produced in 100% organic cotton.