“We are a kids’ outdoor clothing start-up with no intention of pretending to be something we are not.”

So say Simon and Laura, the entrepreneurs behind the all new outdoor clothing line for kids, Amamaya. And fair play to them. They know what they’re doing and they do it well. At present their range is fairly limited – just the Gokyo hats and Lukla base layers, with Ama Dablam T-shirts coming soon. But their products are wonderfully colourful and beautifully made right here in the UK.

Woven from 100 per cent merino wool, the Gokyo hats are double-layered so there are no uncomfortable seams, while the Lukla has been designed to be worn as a base layer or an outer top in warmer weather.

Clearly some thought has gone into the creation of these to ensure that the kids wearing them are as bright and happy as the gear itself. It’s just a shame it doesn’t come in adult sizes. Parents, prepare to be jealous of your kids – these garments are gorgeous.