MIDWEST BORN • MOM FOUNDED
Live Vicariously®
Kids’ clothing built for real life and the unforgettable moments that come with it.
Our Story
The GILi Guise Brand
Welcome to the family!
Where It All Began
GILi Guise is a Midwest-born, mom-founded kids' clothing brand built for real life and the unforgettable moments that come with it.
Named after our own family - Greg (dad), Indy (son), Lauren (mom), and Irelyn (our little "I") - GILi represents the values we believe in as parents: raising kids who grow up confident, carefree, and grounded. Guise reflects the look our children take on (and the guidance we give them to navigate the world with ultimate confidence).
Our Philosophy
As a mom, I started GILi Guise because I couldn't find clothing that truly worked for kids who live in their clothes. The kind that holds up through playgrounds, hand-me-downs, road trips, family gatherings, and everyday chaos, while still looking put together. So, we built it ourselves.
Rooted in our Live Vicariously® philosophy, GILi Guise exists for parents who know childhood is fleeting and worth savoring. We believe parents get a front-row seat to re-live life's best days as their kids run, explore, grow, and create memories of their own.
Built to Last
Durable fabrics and reinforced seams that withstand real childhood, made to be worn again and again.
Thoughtfully Designed
Coordinated, versatile pieces that make getting kids dressed simple and stress-free.
Family First
Created by parents, for parents who value quality time and cherished moments.
Giving Back
Buy One, Give One Campaign
More than a promotion - it's a piece of our family's story.
Our Little i
When our daughter Irelyn was born, she spent her first days in the NICU. Like so many parents in that space, we experienced the waiting, the worry, and the overwhelming hope for the day we could finally bring our baby home.
Those early moments stayed with us and shaped how we view family, resilience, and community.
As a mom-founded, Midwest-based brand built around family and heart, we knew we wanted to give back in a way that felt tangible and meaningful. That's how Buy One, Give One was born.
How it Works
For every baby beanie purchased, we donate one beanie to a local NICU baby, offering warmth, comfort, and a small reminder to families that they are not alone.
It's a simple gesture, but one rooted in empathy, gratitude, and lived experience.
"When you shop this collection, you're not just buying a beanie - you're joining a story of resilience, hope, and giving back."
Thank you for helping us spread warmth, one tiny head at a time.
Hero Product
GILi Denim
Where GILi Guise began - and where comfort meets durability.
Grow With Me Jeans
Our Grow with Me Jeans are where GILi Guise began. As a mom shopping for an active little boy, I couldn't find pants that checked all the boxes:
- Comfortable enough that he'd actually keep them on
- Durable enough for rough play and real life
- Stylish enough for family outings
- And most importantly... ones that fit
So, I set out to design what I couldn't find. That mission became our Grow with Me Jeans.
Thoughtfully Designed Features
Built for playgrounds, playdates, and everything in between.
Elastic Waistbands
Comfortable stretch that moves with your child.
Extra Length
Uncuff as they grow for extended wear.
Soft Denim
Ultra-soft, broken-in feel from day one
Growing Right Along
From there, our denim story grew right along with your kids. We expanded into our best-selling Denim Flex, delivering the same softness and stretch we're known for, while introducing new fits and washes parents love.
That evolution naturally led to our GILi Jackets for kids, and most recently, our matching Mommy & Me jacket.
This is the product that put GILi Guise on the map, and the one that keeps families coming back year after year.
