The Okaïdi Story:
from yesterday to infinity!
Find out what Okaïdi GOOD ïD, the core brand of the IDKIDS family, is all about as we look back at its 25-year quest to help every child be self-motivated, happy and responsible!
#GoodForKids #BetterForThePlanet
IT ALL STARTS IN 1996...
Jean Duforest, co-founder of Camaïeu, and Jean-Luc Souflet decide to take over Camaïeu's children's division (30 stores and 100 employees).
Their goal is to work together to make a better world for growing children.
And their vision is to do things differently by balancing economic and human priorities.
2000
HELLO OKAÏDI!
Brand launch
With a name inspired by a scout song, pared-down graphics, a denim blue logo and a pictogram representing a child, Okaïdi is officially launched!
Steeped in scouting values, the brand aims to be universal, creative and respectful of every child’s identity.
2000
OKAIDI OKs
Whassat? Timeless, universal pieces in a variety of colours at low prices: basically, the first basics.
2000
Okaidï opens its doors to the world
First international store opening
in Saudi Arabia.
2001
THE OK PICTOGRAM COMES TO LIFE
It appears as a surprise on gift boxes... before the real surprise inside.
The perfect opportunity for Okaïdi to affirm its identity through its main visual marker.
2002
TODDLERS TOO!
Launch of the Obaïbi brand
The aim is to launch a dedicated brand for children aged 0 to 3, thereby expertly meeting the needs of each age group from toddlers to teens.
2003
OKsport: Ready, steady, go!
Because sport is such an important part of a child's development, Okaïdi launches its sporty line.
2003 OKworld:
Okaïdi’s giving side
Creation of a charity to help vulnerable children
Set up with the aim of funding community activities focused on education and parenthood. It has now become an endowment fund that changes the lives of 50,000 children every year: We Act For Kids Fond’Actions.
Find out what it does.#GoodForKids
2003
The Okaïdi diary
To make Okaïdi's values part of daily life and offer guidance on children's development and living together in harmony.
#GoodForKids
2004
OKAÏDI, GOOD ÏD!
Good Ideas, Good Identity!
A 3-dimensional charter to sum up Okaïdi's commitments with 12 pictograms to convey the values essential to children's development.
2004
OBAÏBI: LOVE ÏD!
Obaïbi's territory is established along with its mission: to offer ideas based on love and attention to help children and parents grow in confidence.
Available as 12 Animo’baïbi mirrors with Okaïdi pictograms.
2004
DECIDEDLY DEMOCRATIC
The Good Ideas keep on coming
Good Price:
Its slogan? Two are twice as nice! A permanent product offering and dedicated label affirming the brand's affordability.
Good Look:
Each season’s key outfit at a reduced price, bringing Okaïdi’s identity in line with the spirit of times.
2004 First iconic partnership
Okaïdi for Club Med
Committed to children's wellbeing and development, Okaïdi co-creates a sports collection sold exclusively at Okaïdi and Club Med in summer and winter.
2005
ESMOD x OKAÏDI
The key to this collaboration is a capsule collection produced exclusively to support young designers and nurture the brand’s creativity.
2005
LET’S ALL GET BEHIND KIRIKOU!
First cinema partnership
Okaïdi is happy to throw its support behind brave little Kirikou, the face of empowered children.
2005
OKworld in song!
First musical initiative
Okaïdi uses another universal language to raise awareness and give a voice to the younger generation.
STYLE
JEANS
The Okaïdi logo is denim blue and denim is also the brand’s signature fabric. It is constantly being reinvented to offer even more comfort and practicality.
2005
A colourful pop collab!
Okaïdi and Jean-Charles de Castelbajac have a lot in common, including colour, enduring modernity and fun. The iconic collection born of this collaboration is built around pieces embedded in the collective memory, reworked with an Okaïdi twist!
2007
Evian x Obaïbi
Partnership with the mineral water giant synonymous with health
Two baby experts brought together by the idea of offering care and support to mums on a daily basis.
STYLE
UNIQUE PRINTS
Simple, graphic, geometric and impactful: Okaïdi's prints make its dresses unique.
2008
Launch
of the Love Bag
The rise of eco-friendly practices!
At the start of each new season, our customers can use the Love Bag to bring back their pre-loved household linen, clothes and shoes to be sorted and then returned, reused or recycled.
Our Love Bag stations can now be found permanently in store for this purpose. More than 170 tonnes were collected in 2021!
#BetterForThePlanet
2008 Launch of the O’BIO range
The first steps on the path to environmental responsibility
This organically grown cotton is soft and kinder to babies’ delicate skin.
In 2021, it made up 41% of Okaïdi and Obaïbi products.
And 71.1% of all our fabrics are environmentally friendly.
Our goal is for 100% of our raw materials to be environmentally friendly by 2025.
#BetterForThePlanet
2008
All for children’s rights
For the first time, Okaïdi links its 12 pictograms and values with the articles of the Universal Declaration of the Rights of the Child. And every year, Universal Children's Day is an opportunity for activism by the brand, its staff, its customers, parents and children.
#GoodForKids
2009 The first Ecokaïdi activist campaign
Everyday eco-friendly habits to inspire children in the form of a riddle.
#BetterForThePlanet
2011
Two signature songs
To complete the Okaïdi and Obaïbi identities.
2011
Obaïbi Hôme
Baby care and furniture with sleek lines complete the Obaïbi product range.
STYLE
THE BRETON TOP
Graphic and comfortable, this timeless piece is reworked by Okaïdi and Obaïbi every season. Colours and styles without limits!
2012
GOOD BASICS
FOR ALL!
A distinctive identity for all the essentials in the Okaïdi collection.
2012 Singing to change the world
Playing for Change partnership
Children from all over the world record three cult covers with the help of the NGO Playing for change. This Okaïdi partnership has raised €94,000 in donations since 2012 to support music and intercultural programmes, giving 1,200 children access to music.
#GoodForKids
2012
Protecting the oceans with Surfrider Foundation Europe
Our partnership with Surfrider Foundation Europe raised €207,000 in donations, funded 1,730 waste collections and taught 19,000 children about ocean pollution.
#BetterForThePlanet
2013
OB’MUM
Obaïbi designs a collection for mums-to-be.
2013
Film favourite
Okaïdi supports the film “On the Way to School” by Pascal Plisson, a story of four young adventurers whose determination to reach school commands respect. These children are setting a fine example, actively shaping their future through their extraordinary commitment.
#GoodForKids
2014
SCHOOL FOR ALL
OkaÏdi sets up a social business in partnership with We Act For Kids Fond’actions, the NGO La Grameen Shikkha and one of its long-term suppliers to get women into work and children into school in the slums of Dhaka. This has helped 1,500 children go to school, have music lessons and attend artistic, cultural and sporting events.
#GoodForKids
2014
The T-shirt turns magic
Okaïdi is a pioneer in the use of this textile technique that turns a basic into a sensory-playful experience.
STYLE
The T-shirt as a teacher
Educational, sensory-playful patterns to stimulate curiosity
2014 Innovative NASA fabric
It’s warm in here! Okaïdi uses an innovative fabric developed by NASA to make thermoregulating padded jackets.
2014
AN ICONIC FRAGRANCE
All of Okaïdi in a sensory playful bottle inspired by a childhood collectible: stacking blocks. Designed by Ora Ïto.
2015 To help them change the world
Launch of Good World, a platform for community projects designed by and for children.
#BetterForThePlanet
2016
1st CLOTHING IDTROC
This new service allows customers to buy and sell second-hand Obaïbi and Okaïdi clothing in store. It is now offered in almost ten countries and thanks to the accompanying app, has become a well-established eco-habit.
Over one million Okaïdi-Obaïbi clothes have been given a second life since 2016.
#BetterForThePlanet
2016 Okaïdi enters the world of children's bedrooms
The brand offers an easy-to-match furniture and bedding range. Stylish!
2016
HAPPY 20TH ANNIVERSARY!
To mark its double decade, Okaïdi reaffirms its commitment and the activist values embedded in the ÏDKIDS community's 'We Act For Kids' movement.
2016
Iconic AND
eco-friendly
The Okaïdi padded jacket in recycled polyester! The added bonus? The padding is made from recycled plastic bottles, with 54 million used to date!
#BetterForThePlanet
2016 WE ARE WORLD CITIZENS
Twelve original, educational songs inspired by Okaïdi’s values and the rights of the child, celebrating the company's 20th anniversary through music. A JoyVox production.
#GoodForKids
2017
THE PLANET CHALLENGE GAME
A mobile game to raise awareness and respect for the oceans. Who wants to play?
#BetterForThePlanet
2018 BLUE partnership with DISNEY NATURE
A capsule collection to raise awareness of protecting the oceans and their fauna.
2019
DEMAIN EST À NOUS
Okaïdi supports this meaningful film in which children from every continent fight to advance their rights. Inspirational.
#GoodForKids
STYLE
The message sweatshirt
Bold colours and optimistic messages: a unisex must-have for young and old alike... and a fun way to express yourself!
2019 Pioneer of eco-label clothing
Okaïdi works with ADEME (Agency for the Environment and Energy Management) to develop the standard. It is one of the first three brands to calculate and display the environmental impact of its products. Its goal is to allow customers to make informed choices and encourage its staff to continuously improve their eco-design practices.
#BetterForThePlanet
2020
NEW-GENERATION RECYCLED COTTON
Three million euros of investment, three years of R&D carried out with CETI and a world first: a thread made of 60% recycled cotton from old clothes and 40% organic cotton.
#BetterForThePlanet
2020
Obaïbi x Rigolo Comme La Vie
Who better than the experts at Rigolo Comme La Vie crèches to help Obaïbi create clothing to best meet the needs of toddlers?
#LoveForKids
2021
25 YEARS OF COMMITMENTS
From creating more innovative, sustainable clothing collections to children's rights, Okaïdi is taking action. Since 1996, the brand has been pursuing its approach all around the world.
2021
ICONIKS FOREVER
To celebrate its 25-year anniversary, Okaïdi is highlighting its collectibles to underline their modern, timeless style.
2021
EVERYTHING EKO!
A new milestone in Okaïdi’s environmental crusade
The aim? To bring together all its environmental initiatives: fabric innovations, products, second-hand drives, labelling, etc.
#BetterForThePlanet
2022
Let's build their dreams
The Okaïdi x Lego collaboration encourages children to dream up tomorrow starting with their job...using the famous little bricks.
WHAT NEXT?
Even more Good Ideas!
To help even more children be self-motivated, happy and responsible: let’s keep working together!
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