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The Swedish brand LIVLY was lauched in 2011, named after her twins Liv and Lilly. Her mission was to create only the softest clothes for newborns, babies and kids. Their Pima cotton is 50% longer in its fiber compared to regular cotton, which makes it softer to the touch and doesn't irritate the delicate skin of our newborn babies. The founder Lisa Carrol, dreamed of creating a brand that would offer Pima cotton fabrics painted with dreamy prints.