Lola and the Boys: A Parent’s Guide to the Playful Kids’ Fashion Brand

Lola and the Boys is a Chicago-based kids’ fashion brand founded in 2016 by model-turned-designer Irina Ovrutsky, and it has earned a loyal following for one simple reason: it lets kids dress like themselves. Named after the founder’s daughter Lola and her two sons, the label designs playful, expressive children’s clothing built around sequins, tulle, rainbows, and bold graphics.

If you’re wondering whether the brand is worth the hype, the short answer is yes — especially if your child loves color and sparkle. The clothes are made to survive real play while looking special enough for parties and photos. You won’t find them in every big-box store; they sell through select stockists like Nordstrom and Maisonette, specialty boutiques, and the brand’s own website (LolaAndTheBoys.com).

How Lola and the Boys Started

The brand began when Irina Ovrutsky, a fashion model, started seeing style through her children’s eyes. Watching her daughter Lola get excited about picking outfits shifted her design instincts toward something bolder, more colorful, and more fun — clothes kids actually want to wear. She launched Lola and the Boys in 2016, naming the label after Lola and her younger sons Shia and Julian.

What started small grew through word of mouth among Chicago parents, and the brand eventually opened its own storefront in the city. For a fuller profile of the founder’s story and the label’s product range, see this brand profile on House of Henmar. Along the way, the label’s pieces have been spotted on celebrity kids — from Blue Ivy to Jojo Siwa — which helped turn a local favorite into a nationally recognized name in children’s fashion.

What Makes Lola and the Boys Different

Most kids’ clothing plays it safe. Lola and the Boys does the opposite — the brand describes its approach as “outrageously fun, comfy, and totally doable,” summed up in the founder’s motto that it’s okay for kids to be “a little extra.” These aren’t basics; they’re the pieces that make the outfit: a sequin heart on a sweatshirt, a rainbow stripe down joggers, a tulle overlay that turns an ordinary Tuesday into dress-up day.

The philosophy is that children have no filter when it comes to fashion — they want to love what they wear, no matter how quirky. So the designs stay fearless while the construction stays practical: soft, breathable fabrics, securely attached embellishments, and pieces that move with kids on the playground as well as they photograph at birthday parties. That balance of expressive style and wearable quality is what sets the brand apart, similar to how labels like Altar’d State blend distinctive design with real-world wearability for adults.

Popular Lola and the Boys Styles

The range covers girls, boys, and babies, mixing unisex staples with girl-specific showpieces. A few signatures you’ll see season after season:

• Tulle dresses and skirts — the brand’s most iconic pieces, fancy enough for events but comfortable enough for everyday wear.
• Sequin bomber jackets — statement outerwear that dresses up a plain tee-and-jeans combo instantly.
• Graphic sweatshirts and jogger sets — bold prints and playful slogans for school and weekends.
• Denim and bottoms — including graffiti-print jeans that ride the same playful wave as the baggy jeans trend.
• Shoes and accessories — shimmery sneakers, boots, backpacks, sunglasses, hair accessories, and kids’ jewelry for finishing touches.

The boys’ collection is smaller than the girls’ line but covers tees, joggers, swim, and outerwear, so siblings can coordinate. The brand also sells a limited women’s range and even pet pieces, though the core of the business is children’s clothing.

Sizing, Quality, and Price

Sizing generally runs true to size, with most children’s garments starting around size 2 and going up to size 14; some pieces are available in baby sizes from 12–18 months. The brand publishes garment-specific size charts (for bombers, joggers, sweatshirts, and more), so checking the chart for the piece you’re buying beats guessing across styles.

Quality is a genuine selling point: parents consistently report that the clothes hold up to regular washing and active play, and the sequins and embellishments stay put rather than shedding after one wear. Pricing sits in the mid-range for designer kidswear — roughly $30 to $160 depending on the piece, with jackets and occasion dresses at the higher end and tees and leggings at the lower end. Seasonal sales around back-to-school, Black Friday, and end-of-season clearances bring some of the best markdowns.

Where to Buy Lola and the Boys

The brand is carried by a number of stockists rather than sold everywhere. Well-known retailers include Nordstrom, Maisonette, Kitson, and a network of specialty kids’ boutiques both in stores and online. The brand also sells direct through its own website (mentioned here as plain text since the site blocks automated checks): LolaAndTheBoys.com. Availability varies by season and location, so if you’re hunting a specific piece, it’s worth checking both the boutiques and the larger retailers.

Frequently Asked Questions

Is Lola and the Boys true to size?

Yes. The brand states its clothing runs true to size, and retailers confirm this — for example, a 4–5Y piece fits an average 4-year-old up to a smaller 5-year-old. When in doubt, consult the garment-specific size chart for that item.

Where is Lola and the Boys based?

The brand was founded in Chicago, Illinois, in 2016 and operates a storefront there alongside its online and wholesale business.

Is Lola and the Boys only for girls?

No. While the girls’ collection is the largest, the brand also makes boys’ clothing (tees, joggers, swim, outerwear) and unisex pieces like hoodies and graphic tees, plus baby sizes.

Is the brand worth the price?

For parents who value distinctive, well-made kids’ clothing, most buyers say yes. The pieces wash and wear well, the embellishments hold up, and the designs are ones kids genuinely ask to wear — which means they actually get used instead of sitting in the drawer.

Final Thoughts

Lola and the Boys carved out its place in kids’ fashion by refusing to treat children like miniature adults. The clothes are loud, joyful, and made to be played in — backed by solid construction that justifies the mid-range price point. Whether you’re shopping for a birthday outfit, a statement jacket, or everyday pieces with personality, the brand is a strong option for families who think kids deserve to have fun getting dressed. For parents exploring more distinctive looks, you may also enjoy our piece on playful accessories, including kids’ personalized jewelry trends for little ones who love to accessorize.