When we first started designing our Under the Sea Collection in 2022, we thought we'd be launching it the following summer. Instead, it took four years. At the time, that felt frustrating. We had a design we liked, exciting ideas for the garment styles, and every intention of bringing it to life as quickly as possible. But every time we came back to the design, we found something we wanted to improve.
Looking back, we're so glad we waited. The final collection is very different from the one we originally planned. Not because the first version wasn't good, but because four years gave us something incredibly valuable: time to learn from our customers, refine the artwork, develop new products and think more deeply about what makes great children's clothing.
The Design We Couldn't Quite Get Right
The original Under the Sea print was created just over a year after Ducky Zebra launched. We loved the concept straight away. It captured everything we wanted the collection to stand for: adventure, friendship, kindness and confidence. The animals were playing together, exploring together and enjoying their underwater world.
But there was one problem. The more we looked at it, the busier it felt. There were lots of lovely details, but they were all competing for attention. Instead of rushing the design into production, we made the decision to put it aside and revisit it later.
Simplifying the Story
When we returned to it in 2023, we started simplifying things. We experimented with different colour palettes, adjusted the layout and removed some of the details. One version became a particular favourite, and came very close to being launched. Unfortunately, by the time we reached that stage, we'd already missed our production window to hit the summer season. So once again, we decided to wait.
Our Collections Were Evolving Too
While we were refining the Under the Sea design, Ducky Zebra was evolving too. One of the most exciting opportunities during that time was the chance to work with the Roald Dahl Story Company. As a small independent business, it was a huge milestone for us. As part of the collaboration, we developed pyjamas and baby sleepsuits celebrating a love of reading and storytelling. One of the prints was inspired by ‘The Giraffe and the Pelly and Me’ and, naturally, featured a giraffe.
We loved the design, but it prompted us to revisit the Under the Sea collection. It didn't feel quite right to have two very different illustrations of the same animal appearing across our collections at the same time. So we replaced the giraffe with a zebra, and we brought back our puffin from one of the earliest designs.
The Best Ideas Came From Our Customers
Perhaps the biggest improvements came from listening. Over the years, we've learned so much from the families who choose Ducky Zebra. Every review, conversation, email and piece of feedback helps us understand how children interact with our products and what parents value most.
One advantage of waiting? More time to learn.We realised that some of the strongest designs weren't necessarily the busiest ones. Giving characters room to breathe often made them more engaging, more memorable and easier for children to connect with.
So we simplified the artwork even further and introduced more space between the animals and details. The values behind the collection never changed. We still wanted to create a print that felt playful, child-led and free from stereotypes. We still wanted to celebrate kindness, confidence, friendship and adventure. The difference was that we found a clearer way to tell that story.
The Product Changed Too
The most surprising part of this journey wasn't actually the print. It was the product itself. When we first began developing the collection, our plan was to include a pair of shorts. But while the design was evolving, another product was taking shape behind the scenes: our zip-up dungarees.
The response to this new style was incredible. Parents told us they made independent dressing easier. Children loved being able to dress themselves more easily. Families appreciated quicker toilet trips and practical features that made everyday life a little simpler. The success of those dungarees completely changed how we thought about the Under the Sea collection.
Instead of launching shorts, we decided to apply everything we'd learned and create short dungarees instead. The final design includes the same easy-to-use zip fastening, adjustable straps for longer wear and rollable cuffs to help adapt to growing children. They're made from soft organic cotton twill with a comfortable organic cotton jersey lining, making them practical enough for everyday adventures and comfortable enough to wear all day long.
More Than Just Unisex Kids' Clothes
At Ducky Zebra, we've always believed that children's clothing should be designed around children, not stereotypes. For us, creating unisex kids' clothes isn't about making everything neutral. It's about creating clothing that feels inclusive, comfortable and fun for every child. The Under the Sea collection is a perfect example of that philosophy. The characters play together, explore together and support one another. They're curious, adventurous and kind. And after four years of refining the design, we think the collection tells that story better than ever.
Was It Worth The Wait?
If you'd asked us in 2022 whether we'd still be working on this collection four years later, the answer would have been a very definite no. But sometimes the best ideas take longer than expected. The extra time allowed us to refine the artwork, apply years of customer feedback, improve the functionality of the product and make decisions that simply wouldn't have been possible at the beginning.
The final collection isn't just different from the one we originally designed. It's better. And we're very glad we waited.
Leave a comment