About Us


The fun funny fabulous concept known as Silly Souls was hatched in 2000 and launched in 2002, originally branded as babygags. The line was the original irreverent funny line of apparel and accessories for the coolest babies. The company evolved to a more whimsical silly style and rebranded as Silly Souls when they launched the super baby shoe line. Across the product range the brands goal remains to inspire laughter and the sunny funny side of parenthood, and the silly personalities that each baby comes with; as Charlie Chaplin said a day without laughter is a day wasted.

The Silly Souls product line continues to grow and now includes products for kids 0-6 years old including; bodysuits, t-shirts, hats, bibs, bottles, dish sets, birth announcements, the silliest socks, the coolest baby shoes, and the best big brother and sister ‘sibling rivalry’ gifts.

For Holiday 2010 Silly Souls is also thrilled to launch ‘the New Yorker baby collection’ a baby and kids collection featuring cartoons from The New Yorker magazine. Available in stores this November, The New Yorker Baby Collection is designed for babies and children ages 0-10 years and includes baby bodysuits, beanies, bibs, booties, melamine dish sets, and T-shirts. Each product features a delightful baby- or kid-themed cartoon from the New Yorker magazine’s archives, brought to life in kid-friendly colors. The collection is made possible via a licensing agreement with Condé Nast, publisher of The New Yorker.


Silly Souls was founded by Shelley Foster. Shelley, originally from Alberta Canada completed her international MBA. She first went to Latin America to work in new business development, and shortly after she was offered a position in the US with Nike Inc. in their new business/equipment division. Here she was able to refine her new business strategy skills and learn the product creation and branding game, and then cut her teeth at taking many great concepts to market including launching the NikeTrainingGear and NikeFitnessGear lines. Matching her business skills with her lifestyle she was then recruited to work in the surf industry where she managed Reef Brazil’s women’s division and launched their kids footwear line.

After learning how to make products from A-Z she was looking to start her own business, and the baby biz offered a fun kick start to her entrepreneurial path. So she could maintain a day job to fund the project for the first four years after the baby biz hatched, Shelley quickly rounded out her initial crew with a few good people including sales whiz mom Colleen Foster to help her get the company off the ground.

Over 8 years later the line is supported by a network of sales representatives in US and Canada and international distribution partners in Europe and Asia, which service over 1000 boutique customers, and key online retail partners. In 2009 Silly Souls launched their own online retail store http://www.SillySouls.com and which ships to customers all over the world.

For more information please contact pr@SillySouls.com

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