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The name Oilily, a variation of Olly's, the parent company name, was created through a children's contest sponsored by Olly's. The guiding principle behind Oilily is to see through the eyes of a child, to offer clothes that are fun and full of energy. Typical Oilily designs incorporate stripes, checks, florals, and bright colors in mix and match pieces.

The small in-house design staff creates many of the unique prints; however, the majority are custom made by outside contractors. Oilily has revolutionized the children's clothing industry, providing fun, imaginative clothing children are excited to wear.