Aafke Eggens · Portfolio & CV

§ 01 — Profile

Leading the whole chain

In 2012 I founded KidWild Organics in Boulder, Colorado, as a bedding & lifestyle brand. What began hands-on, designing, sourcing and selling every piece myself, grew into an international children's apparel label with seasonal capsules, a never-out-of-stock (NOS) collection and a team of designers, photographers and production partners. My role grew with it, into that of brand director: connecting collection design, sampling, sourcing, production, pricing, marketing and wholesale into one coherent brand, with final responsibility for its creative, commercial and operational direction. I later rebranded KidWild as Finch & Fable and successfully sold the company. Today I run Blooom from the Netherlands.

13+Years running brands

2Brands built from zero

4Continents of retail: N. America, Europe, Asia & Oceania

2Sourcing regions: Europe & Asia

§ 02 — Capabilities

What I do

01
Collection & product design
Seasonal (SS/AW) collections and NOS programs for baby and kids: concept, color story, AOPs, statement prints, embroidery and yarn-dyed stripes, technical flats, tech packs and sizing charts including grading.
KidWild · F&F · Blooom
02
Sourcing & production
Fabric and yarn development (GOTS-certified organic cotton, merino, bamboo blends), GOTS and OEKO-TEX compliance, vendor management in Europe and Asia, proto, fit and pre-production sampling, costing, quality control and delivery planning.
Europe · Asia
03
Branding & packaging
Brand identity systems, hangtags, woven and leather labels, logo tape, gift and swaddle boxes, tissue paper, stickers, compostable garment bags and retail packaging, from concept to print-ready dielines.
Identity → print-ready
04
Wholesale & B2B sales
Key account management with specialty retailers, distributors and sales agents; pre-book campaigns, order forms, trade shows and a dedicated B2B ordering portal.
N. America · EU · Asia · Oceania
05
E-commerce & web design
Shopify webshops for D2C and password-protected wholesale, email and campaign assets, plus Amazon listings, A+ content and brand stores across eight marketplaces.
Shopify · Amazon
06
Lookbooks & line sheets
Print and digital lookbooks, line sheets in USD and EUR, color cards and catalogs that let a buyer understand a collection in one sitting.
Print · PDF · Web
07
Photography & art direction
Planning and directing studio and on-location shoots: casting, styling, shot lists and briefing freelance photographers for campaign, product and social imagery.
Campaign · Product · Social

§ 03 — Work

Two companies, sketch to shelf

03.1

KidWild/ Finch & Fable

Role: Founder, creative director, team lead
Where: Boulder, Colorado, USA
Years: 2012 to 2024
Founded: 2012, as a bedding & lifestyle brand
Rebrand: KidWild Organics became Finch & Fable
Collections: KidWild AW20 to SS23; Finch & Fable wool range and SS25
Channels: D2C webshop, B2B portal, wholesale in North America, Europe, Asia & Oceania

Founded in 2012 as a bedding & lifestyle brand, KidWild grew into an organic children's apparel label made in GOTS-certified organic cotton and OEKO-TEX certified materials. Each season the team built a merchandised range around one color story, with original AOPs, statement prints, embroidery and yarn-dyed stripes, took it through proto and fit sampling with our factories, and launched it as a campaign, lookbook, line sheet and a series of drops. The company was later rebranded as Finch & Fable, with a new identity and a NOS collection of merino and organic-cotton essentials designed to be handed down.

Team leadershipRebrandGOTS organicOEKO-TEXCollection designAOPs & stripesProductionIdentityPackagingLookbooksWholesaleShopifyArt direction

Recent collections

2025 — 2020 · newest first

Finch & Fable

Spring / Summer 2025

Rib · Sustainable denim · Knitwear

Finch & Fable · NOS

Wool range

Merino · Wool sherpa · Knitwear

KidWild

Spring / Summer 2023

AOP · Knitwear · Swimwear

KidWild

Spring / Summer 2022

AOP · Y/D stripes · Swimwear

KidWild

Autumn / Winter 2021

Outerwear · Knitwear · Accessories

KidWild

Spring / Summer 2021

Garment dyed · AOP · Linen

KidWild

Autumn / Winter 2020

Garment dyed · AOP · Outerwear

03.2

BlooomModern kids' living

Role: Owner, founder
Where: The Netherlands
Since: August 2024
Channels: Own webshop, Amazon US & EU

A Dutch-design brand for mealtime and playtime: stainless-steel water bottles, placemats, and quilted and foldable play mats, each carrying an original hand-drawn print. Products are developed with manufacturers in Europe and Asia and sold through the brand's own webshop and Amazon in the US and Europe. From surface pattern to packaging and product photography, every detail is designed to bring a calm, modern look to everyday family life.

Product developmentSurface patternPackagingAmazon A+Brand storeShopifyPhotography

The collection

Mealtime · Hydration · Playtime

Mealtime & playtime

Banana · City · Birds

Toddler eating from the Alphabet placemat

§ 04 — Design, planning & production

From sketch to sample

Every collection started on paper: a color story, a range board and a technical flat for each style. From there each piece got a spec sheet with fabrics, trims, Pantone references and construction notes, and went through sampling rounds with the factory until it was right.

Boards, flats & specs

Range board · Desk · Tech pack

Finch & Fable · AW25 · Baby range

Delivery board with flats & colorways

1 / 7

Click the stack to flip through

Technical flat with handwritten notes, color chips and a fabric swatch — On the desk · FFSS25-1

§ 05 — Branding

One brand, every touchpoint

Each label has its own story, palette and voice, carried consistently from the logo to hangtags, woven labels, stickers, garment bags and packaging.

Brand boards

Logo · Story · Palette · Packaging

KidWild Organics

Hangtag, frosted garment bag, shipping mailer & stickers

1 / 3

Click the stack to flip through

Brand films

Before & after the rebrand

KidWild Organics · Brand film1:05

Finch & Fable · Wool range0:47

§ 06 — Sales material / B2B

Made for buyers

Every season ended in a line sheet for ordering and a lookbook for inspiration, in USD and EUR versions, for print and for web. These are the tools that got the collections into stores.

Line sheets

Styles · Colorways · Prices

Scroll sideways →Selected pages

Lookbooks

Print & web

Scroll sideways →Selected pages

§ 07 — Platforms & channels

Platforms & channels

A brand needs to be easy to buy from, for parents and for shops. The collections were sold through a B2C webshop, a password-protected wholesale site for retailers, and a brand page on the Faire wholesale marketplace.

Online

B2C webshop · B2B portal · Faire

Finch & Fable · Webshop homepage — Finch & Fable · WebshopB2C

KidWild · Wholesale portal: sign in and create account — KidWild · Wholesale portalB2B

faire.com/brand/finch-and-fable

Finch & Fable · FaireB2B · Top Shop · 5.0

§ 08 — Social media

Telling the story

Imagery carried the brand: an Instagram feed planned as a grid, with product and detail images mixed with campaign pictures so it read as one calm, recognizable whole.

The feed

Instagram · KidWild

kidwildbrandKidWild Organics

Ninety posts from the KidWild and Finch & Fable grid, 2020 to 2024. Scroll inside the phone to browse. Model shots, close-up details and calm single-color flat lays alternate so no two neighboring posts compete.
Instagram · @kidwildbrand, later @finch_and_fable

§ 09 — Curriculum vitae

Experience

Aug 2024 — now

Owner / Founder

Blooom Brand, The Netherlands

Lead the brand end to end: product strategy, design and development of children's lifestyle products across several categories.
Manage manufacturers in Europe and Asia from concept to production-ready product, on quality, cost and time.
Own the D2C webshop and marketplace business (Amazon US & EU), including pricing, margins and production planning.

Nov 2012 — Jul 2024

Owner / Founder

KidWild Organics, rebranded as Finch & Fable, Boulder, Colorado, USA

Founded and directed a children's lifestyle brand across apparel, swimwear, accessories, baby essentials and home, with final responsibility for creative, commercial and operational direction.
Directed seasonal and NOS collections from concept to delivery: material sourcing, sampling, fit, quality control and production in GOTS-certified organic cotton and OEKO-TEX certified materials.
Managed a team of designers, photographers and external production partners.
Built wholesale accounts and sales-agent networks across North America, Europe, Asia and Australia / New Zealand; ran the B2B portal and sales tools.
Art-directed campaigns, lookbooks and line sheets; led photo and video production.
Responsible for budgets, margins and financial planning.

Aug 2007 — Apr 2010

Account Manager

You & Me Digital Media, Johannesburg, South Africa

Main contact between clients and creative teams, turning strategy into clear briefs.
Managed digital campaigns and media projects end to end, on budget and on deadline.

Mar 2006 — Apr 2007

Traffic Manager

Endemol Design & Graphics, Aalsmeer, The Netherlands

Planned the workflow of multiple television productions at once, coordinating creative, editorial and production teams.

Education

Advertising & Marketing CommunicationsFashion Institute of Technology, New York · AAS 2005
Magna Cum Laude

Graphic DesignGrafisch Lyceum, Eindhoven · 2002

Skills

Product design, development & production
Supplier & factory management (Europe & Asia)
Production planning & timelines
B2B & international market development
ERP systems · Excel · Shopify
Adobe Creative Suite · MS Office
AI for design & content: ChatGPT, Claude, Adobe Firefly, Midjourney

Languages

DutchNative

EnglishNear native (twelve years living and working in the US)

§ 10 — Contact

Your next collection
starts here.

Based in Naarden, NL
Open to roles in design, product & brand management
Available for interim, freelance, part-time & full-time assignments

AafkeEggens

Leading the whole chain

What I do

Collection & product design

Sourcing & production

Branding & packaging

Wholesale & B2B sales

E-commerce & web design

Lookbooks & line sheets

Photography & art direction

Two companies, sketch to shelf

KidWild/ Finch & Fable

Recent collections

Spring / Summer 2025

Wool range

Spring / Summer 2023

Spring / Summer 2022

Autumn / Winter 2021

Spring / Summer 2021

Autumn / Winter 2020

BlooomModern kids' living

The collection

Mealtime & playtime

From sketch to sample

Boards, flats & specs

One brand, every touchpoint

Brand boards

Brand films

Made for buyers

Line sheets

Lookbooks

Platforms & channels

Online

Telling the story

The feed

Experience

Owner / Founder

Owner / Founder

Account Manager

Traffic Manager

Education

Skills

Languages

Get in touch