The boys-only clothing collection was launched by a mother who could not find any interesting clothes for her sons.
She has hired consumer PR shop More2 to build awareness of the mail-order brand.
More2 was hired without a competitive pitch, and will target mothers and parenting press as part of its remit.
The agency will support the launch of the brand's Spring/Summer collection. It will aim to drive consumers online to the brand's website where they can order the collection.