Who We Are:

We are Rags, and everything about us is Simply Unconventional. We believe kids clothing can be bold, standout, even a little edgy, and inspired by our Founder/CEO Rachel Nilsson’s sense of style and adventure.

Frustrated with cheesy, uncomfortable kids clothing options, Rachel Nilsson created her first snapless “Rag” romper out of a stylish, well-loved men’s t-shirt. Her designs quickly became her kids’ favorites and won a cult following of fiercely loyal fans who discovered Rags on Instagram. Rachel made the leap from her basement, to, then on to Shark Tank success, and Nordstrom. Vogue and Huffington Post have celebrated Rags as a Top 10 Coolest Kids Brand.


Our Super-cool Founder/CEO:

Rachel leads Rags with her own unconventional style and her belief in living in the moment, being good to the core, and always being ready to party. She is passionate about making the shopping experience exciting and fun – from unexpected, unconventional designs, artistry, and colors to surprise drops and personalized live shopping sessions. And we believe baby and kids apparel should bring out the unique personalities of our kids and parents with uncompromising quality and fit. United by love for the brand and each other, Rags has brought together a huge community of fans who cannot wait for the next limited drop.


Our Style: `

Known and loved for its bold colors, patterns, and simply unconventional style, Rags is a baby-to-big-kid brand of super-soft rompers, dresses, joggers, tees, and the game-changing, patent-pending Peek-a-booty for babies. Twice-a-week, Limited Edition drops and our everyday Premium Essentials Collection are core to the Rags brand experience. Rags sets itself apart with its premium, durable, unique blend of luxe modal-cotton, which is designed for easy comfort and so-good-it-lasts wearability.


Our Business:

We believe our approach to business can be unconventional, too. We are a uniquely nimble combination of strategic and scrappy. Our brand is our strength, and we lead the company and its growth in a “brand first” approach. Egos can be checked at the door…we are a culture of sleeves-rolled-up risk-takers who are on a mission to keep the online shopping experience exciting, personalized, and unexpected. We surround ourselves with the smartest, sharpest, most creative people we can find, and we love to learn from each other…from our successes and our mistakes. We are passionate about our consumers and fans, we are on and endless quest to know them better, and we ultimately want to rock their worlds.

Join the RAGS team!

Director of Marketing

Production Coordinator

Influencer Marketing Intern