Hippo Parade founded by Kat Maconie, a footwear and fashion designer on a mission to prove that up-cycling can work at a global scale. Moving beyond small niche runs, Kat set out to create a brand where kids' up-cycled denim sits seamlessly alongside brand new pieces, equally loud, colourful, and wildly fun.

Bursting out with vibrant colour blocking and delightfully playful patterns, our collections throws the boring beige rulebook out the window. Every piece is built for maximum self-expression.

Here is the part we refuse to gloss over: 25% of our range is made from deadstock denim rescured from major UK high-street retailers, denim garments that didn't sell, was never going to sell, and was destined for landfill or an incinerator. We re-engineer it into our favourite designs. The other 75% is brand-new, ethically made, and built for durability–no fine print, no exceptions. As Hippo Parade scales, that rescued footprint will dominate more and more of our line. We will never pretend the whole range is rescued today when it isn't: that 25% is real and it's growing as we grow.

Saving denim from landfill while keeping things brilliant, bright, and oh so fun. Go unleash your small people on the world in proper style.