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Who are we?

Let’s go back to the roots

WE ARE FAMILY OWNED

In 1976, Etienne Vandemoortele, father of 3, a man with a great feel for fashion and passionate about the USA, took a leap of faith and started importing USA sportswear to Belgium. It was the beginning of Action Wear.

A decade later his youngest daughter Caroline joined her dad at the firm and became his right hand in business. Caroline called in the help of her two sisters Patricia & Nathalie. Together they transform Action Wear into ‘American Outfitters’. From the very beginning, their aim has been to bring unity in the world with positive designs, fair creations and kind actions

Vertellen over intrede Gaspard in AO76 ...

Discover the full history here. (link naar timeline)

WE STAY TRUE TO OUR ROOTS

In the golden seventies sportswear colored the fashion industry big time! You may not remember, but Nathalie and Patricia’s father Etienne certainly felt inspired! He started importing these USA sports brands to Belgium, as one of the very first in the branche. Today we still have a lot of casual, easy-to-wear sportswear in our collection. We believe it’s the ideal solution for comfortable and unique kids clothing that could also endure tough play of active children.

WE DESIGN IN BELGIUM

As a Belgian fashion brand we are proud of our heritage. (hier nog verder op uitbreiden dat Belgisch design steeds iets uniek en eclectisch is net als ons) Every single piece runs through a unique and authentic design process taking place 100% in house. We create a positive movement through our styles and artwork. We are passionate about graphic design and try to send positive vibes with every piece of clothing we make! Why should fluffy flamingo’s only be meant for girls and basketballs for boys? No more of that, we want kids to shine and feel beautiful in their AO76 outfits, no matter their age, background or gender! Our collections are styled with a twist and always contain a lot of special subtle details to make them one of a kind.

Kindness is an attitude

Kindness is an attitude, and it’s definitely reflected in our designs. Every single piece runs through a unique and authentic design process taking place 100% in house. Occasionally we co-work together with young Belgian artists for a special Artwork print or new inspiration. We use high-quality materials, which is great for the planet and also for our children’s skin. We are passionate about graphic design and try to send positive vibes with every piece of clothing we make! Occasionally we co-work together with young Belgian artists for a special Artwork print or new inspiration.

It’s all about you!

But not just you, of course… We care about:

The people: We place an emphasis on ethical working conditions for our employees and makers. Therefore, we meticulously select our suppliers, track down their expertise and go above and beyond to make sure working conditions are as they should be.

The planet: What are we without our planet? We tend to take all the resources available to us for granted, so it’s about time we change that. One of our key messages is to appreciate nature around you. Be kind to the planet, because it has given us so much.

The clothes: AO76 is the opposite of fast fashion. Our clothes are designed and produced to be worn continuously. Our high-quality fabrics guarantee the long-term use and durability that your child deserves.

We have strong values

Just like you, we have big dreams. One of our top priorities is to run our business with respect and kindness to our planet by making more responsible choices every day. That’s why we’re actively striving to create eco-friendly and well-made products. How? On the one hand, by choosing high-quality materials that will last and on the other, we change 5% of our fabrics to organic/recycled every seasonto produce our clothing. High-quality eco friendly fabrics are more expensive to produce. But it’s our belief that the fashion industry has no other option. If you follow your intuition, you do too…

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