AFFIRMATION JAM LTD

What AFFIRMATION JAM LTD does

Affirmation Jam Ltd is a UK-based, founder-owned direct-to-consumer childrenswear brand that designs and sells empowerment-themed clothing and accessories for children aged 0–14, with select adult sizes available. The brand was founded in Nottingham in July 2023 by Abby Roberts, with product design co-created alongside her sister Kasey, and began commercial operations with its Tee & Toast Collection in December 2024. The product portfolio spans four named collections — Tee & Toast, Jam on Tees (signature jam-font designs), Burnt Toast (vintage wash tees plus a limited-edition handcrafted denim jacket), and Kindness Kitchen (sweatshirts) — plus accessories including an iron-on patch and an insulated coffee cozzie, and a personalised affirmation tee service with a 2–3 week production lead time. Unit prices range from £3.50 (iron-on patch) to £47.00 (denim jacket), with the bulk of t-shirts priced £14.50–£28.00; free UK shipping is offered on orders above £50.

Name

AFFIRMATION JAM LTD

Legal name

Affirmation Jam

Website

https://affirmationjam.co.uk

Company type

Private

Founded year

2023

Operating status

Operating

Short description

Affirmation Jam Ltd is a UK-based, founder-owned DTC childrenswear brand selling affirmation-themed t-shirts, sweatshirts, a denim jacket, and accessories through an owned Shopify storefront, serving UK parents, gift buyers, and children aged 0–14 with select adult sizes.

Ownership category

akta.pro rank

Product category

Children's Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Kids’ & Baby Apparel Retail (CRAAABAD)

Keywords

• Children's apparel
• Affirmation clothing
• Kids graphic tees
• Direct-to-consumer fashion
• Personalised printed apparel

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct-to-Consumer Product Sales: Affirmation Jam generates revenue by selling children's clothing and accessories directly to consumers through its Shopify-powered e-commerce storefront. All products are sold at fixed one-time prices in GBP. The business sells a variety of garment types (t-shirts, sweatshirts, denim jackets, accessories) with individual pricing. Orders are processed through Shopify's secure checkout with multiple payment methods accepted.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Affirmation Jam designs and sells affirmation-themed children's clothing and accessories directly to UK consumers through its Shopify e-commerce store. The product range includes t-shirts, sweatshirts, denim jackets, iron-on patches, and coffee cozzies organised into themed collections (Tee & Toast, Jam on Tees, Burnt Toast, Kindness Kitchen) plus a personalised custom tee service. Products are made from organic cotton and feature empowering messages such as 'I am Kind', 'I am Brave', and 'I am Strong'.

Product overview

Affirmation Jam Ltd is a UK-based children's clothing brand founded in July 2023 with a mission to spread positivity through empowerment-themed apparel. The company operates a Shopify-hosted e-commerce store selling t-shirts, sweatshirts, denim jackets, patches, and accessories featuring positive affirmations for children. The product portfolio consists of four main collections: the Tee & Toast Collection (original drop featuring toast-themed affirmation designs in organic cotton), the Jam on Tees Collection (signature jam font designs), the Burnt Toast Collection (oversized vintage-wash tees and denim jackets with DTG prints), and the Kindness Kitchen Collection (sweatshirts with embroidered logos). The company also offers personalized tee options and an iron-on patch accessory. Products are primarily targeted at children from birth to 14 years, with some adult sizes available. Shipping is UK-only via Royal Mail with 1-2 working days processing time.

Differentiator

Problem solved

Functional benefit

Products and services

• Tee & Toast Collection The original product collection featuring t-shirts with affirmation designs printed on toast-themed graphics, including baby tees (0-3 years) with poppers at shoulder and child tees (3-8 years) in organic cotton.
• Jam on Tees Collection Signature collection featuring designs created in the brand's unique jam font style, spreading positivity with 'KIND OF' affirmations (cool, brave, strong, wild, magic).
• Burnt Toast Collection Faded, oversized vintage-wash t-shirts and denim jackets with DTG prints. Includes designs like 'Magic Jam', 'Bravery Berries', 'Worth the World', 'I am Infinite', and adult-sized options. All colour tees are 100% cotton in 270gsm fabric.
• Kindness Kitchen Collection Collection featuring sweatshirts with front affirmation jam embroidered logo and illustrated design on back. Made from soft, premium fabric blend with relaxed unisex fit.
• Affirmations on Tee (Personalised Option) Customizable t-shirt allowing customers to add their own affirmation messages to front and back. Available in blackcurrant jam or strawberry jam colours. 2-3 week production time for bespoke design.
• 'I am Infinite' Vintage Wash Denim Jacket Limited edition vintage wash zip-up denim jacket printed with 'I AM INFINITE' design and handcrafted with tiny gemstones. Features drop shoulders, zippered cuffs, plain front and printed back. Material: 91% cotton, 7% polyester, 2% viscose.
• Affirmation Jam Coffee Cozzie Insulated drink sleeve made from thick neoprene fabric. Keeps cold drinks colder and warm drinks hotter. Non-slip texture with handle. Available in Small (16oz), Medium (22oz), Large (32oz). Collapsible and washable.
• 'I AM KIND' Iron-on Patch 2x2 inch iron-on patch with 'I Am Kind' affirmation. Easy to apply with iron-on backing, machine washable, suitable for cotton and denim fabrics.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights2 records

Broad incumbents

• Joules: Established UK heritage family lifestyle brand with a children's apparel range — comparable UK family/parent customer and premium-but-accessible price positioning across apparel.
• Boden: Established UK family clothing brand with a large dedicated children's range sold via DTC and catalogues — comparable UK customer base and product mix, though much broader portfolio and deeper pockets.
• Marks & Spencer (Kids): UK mass-market incumbent with a substantial children's clothing range — competing for the same parent buyer on everyday kidswear, though at lower price points and vastly broader scale.

Direct peers

• Posh Peanut: US-based children's apparel brand built around affirmation-style prints and patterns ('dreamers + believers' ethos) — the closest conceptual peer in affirmation/message-driven kidswear, though US-focused rather than UK.
• Frugi: UK-based DTC children's clothing brand built on organic cotton and a strong mission/values narrative — directly comparable to Affirmation Jam on geography, channel (DTC), product (organic cotton kidswear), and values-led positioning.
• Little Green Radicals: UK-based organic, ethical children's clothing brand with a strong mission-driven brand story — comparable on UK DTC footprint, organic cotton credentials, and values-led differentiation.
• Mori: UK DTC baby and children's clothing brand selling premium, soft, sustainably-sourced apparel direct to parents — comparable customer segment, premium materials positioning, and DTC-first go-to-market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/affirmationjam

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AFFIRMATION JAM LTD