Oilily was founded in 1963 in the Netherlands by Willem and Marieke Olsthoorn as a brand with a vision. They started Olly, as it was called at the time, because they were missing cheerful and colorful children's clothing. They were the first to put the child at the center when designing: authentic use of color, innovative designs, attention to detail in terms of what children want (like deep pockets to hide treasures), cheerful patterns, real craftsmanship and high-quality materials.