About DOOKABAAM

DOOKABAAM is a children’s slow-fashion brand for ages 2–10, built on big imagination and everyday magic. We design capsule wardrobes that mix, match, and multiply - fewer pieces that create more looks, more play, and more confidence.

Every garment is made from natural or recycled fabrics and thoughtfully crafted to support creativity, independence, and cognitive growth. Our wardrobes aren’t just clothes; they’re little universes - each one themed around milestones and brought to life by our DK Crew.

We want to take the mundane out of dressing and add a spark of fun, adventure, and possibility to every day. Because getting dressed should feel as exciting as the stories kids are about to live.

This is DOOKABAAM: where small people with big personalities dress for adventure. Welcome to the universe.

Meet the DK Crew

Every hero needs a crew and ours are as bold, bright, and surprising as the wardrobes they champion.

DOOKABAAM

Our mission Lead... Dino, Astronaut, and Alien rolled into one - here to spark big imaginations and remind kids that dressing is part of the adventure.

GOLDIE

Ever-changing and full of colour, Goldie wears her big heart and even bigger feelings with pride.

ROOFUS

Our fearless adventurer and discoverer. Always collecting stories, treasures, and memories to share.

BROCK ALINI

Cool, creative, and full of energy. Brock loves action, and with hair he can use as a paintbrush, the world is his canvas.

STELLA STAR

A guiding light. She’s thoughtful, a great listener, and always knows how to help others shine.

Together, they are the DK Crew: champions of play, creativity, and courage - sidekicks to every mini’s mission and story.

About Lucy

Lucy Middleton is the founder and creative director behind DOOKABAAM. A graduate in Visual Communications, she has worked in the fashion industry since she was 20, building and shaping brands for more than two decades. Her passion lies in creating worlds where design carries meaning and imagination has purpose.

Motherhood expanded her vision. She noticed how quickly children outgrow clothes - how single pieces are bought, wasted, or forgotten and began to ask: what if one outfit could become many? What if getting dressed could empower kids with choice, support parents with a tool to inspire, and minimise our environmental footprint?

From this DOOKABAAM was born. A brand that blends creativity with conscience, giving kids wardrobes that evolve, adapt, and spark imagination.