Our Story

The founding vision of Crywolf is to get kids back outdoors and foster an appreciation of our planet, by provide children with fun, high-performing and sustainably better outerwear.


The Story

Artist and graphic designer Natalie Meldrum is the founder and creative behind Crywolf. Having already established successful child footwear brand Pretty Brave, and not one to sit still, Natalie embarked on a journey to create second children's label and in 2019 Crywolf was launched. Now in its 3rd year, Crywolf is proudly stocked in over 200 locations around the world and continues to grow.

Crywolf is fun, functional and big on style and we have kids aged 1-14 years covered for their outdoor missions. Our collections feature limited edition prints and include Swimwear made from recycled materials, epic Beach Sandals, 100% waterproof Play Jackets and Overalls, Rain Boots and new Magic Jacket. Our innovative Eco-Puffer Jackets that are filled with recycled water bottles, with new styles being released every year.

Crywolf is proudly designed and tested in New Zealand by adventure loving kiwi kids. The Māori name for New Zealand, Aotearoa translates to 'land of the long white cloud' and means we know our outdoors! Each collection and colour palette is inspired by stunning New Zealand landscape and showcases our unique corner of the world.

We invite you to be a part of the Crywolf community and join us on our mission to get our kids back outside!

x Natalie