Typically Dutch
Dutch design is all about simplicity, and in that respect Dick Bruna is a classic Dutch artist. It is only logical that this simplicity comes back in Miffy handmade. The stories of Dick Bruna and the colours of the Dutch landscape are a wonderful source of inspiration to work with. Think of the white daisies, the beach stripes, tulips, a farmer's overalls or a skating hat at the ice rink. Miffy's friends are very colourful too. Our handmade products are made in Vietnam, while the design and the marketing are done in the Netherlands.
Handmade
In Vietnam many people spend their free time crocheting gifts for family and friends. It is a tradition that has been passed down for generations. Making handmade products calls for dedication, craftsmanship and a shared passion for the art of crochet.
Most Just Dutch products are crocheted by people at home and then assembled at various locations in Vietnam. About 50% of our crocheters are housewives and older people. For them crocheting is not only a source of income, but also a way to stay socially active and to have a meaningful way to fill their days. It also gives parents the chance to combine work with caring for their family.
About 20% of our makers are people with a disability or people who cannot read or write. Thanks to their craftsmanship they too can earn a stable income. Because Vietnam has only limited social provisions, many of them would otherwise depend on the support of their family. In this way we create employment for people in a vulnerable position.
Vietnam has a large rural population, while employment is increasingly concentrated in the cities. Because our crocheters can work from home, they do not have to travel to the city or leave their family behind to earn an income. For many of them, being able to work from home is of great value.
It takes several hours to make a handmade product, including the crocheting and the assembly. The production time of an outfit differs per garment and depends on the amount of embroidery. That is why some outfits are more expensive than others. Besides the crocheting there is more involved, such as buying yarn, logistical planning and organising transport. The fact that Miffy handmade creates jobs and provides a good income for a growing number of disadvantaged people makes the product all the more special.
Interchangeable outfits
Because children can change the outfits, they enjoy hours of dressing-up play and are encouraged to create their own stories. This feeds the imagination of boys and girls alike.
Collaborations with museums
At Just Dutch we believe it is important that children come into contact with art at an early age. That is why we work together with leading museums and take our inspiration from famous paintings in their collections. Miffy's outfits are based on iconic artworks, such as Vermeer's Girl with a Pearl Earring or Van Gogh's Almond Blossom. In this way children get to know art through play and recognise the paintings when they come across them later in a museum or a book.
Materials
We use organic cotton with exactly the right thickness. This yarn does justice to the crochet stitch and gives Miffy her authentic, handmade look. Our yarn is mainly bought from producers in Vietnam. They work to international safety standards and use certified dyes.
Quality checks
We pay a great deal of attention to quality and offer a varied range of clothing, so that every shop can choose the outfits that suit their collection best. Because every Miffy, nina and boris is dressed in the Netherlands, we carry out an extra quality check at that moment.
Awards & recognition
It is wonderful that Miffy handmade has won several awards over the past years. This gives us the motivation to let even more children around the world enjoy the stories of Miffy and her friends:
Buyers Choice Award in Custom Design
MSA Museum Store Association 2025, Los Angeles
MSA Museum Store Association, Boston (2022)
Best Product 'baby + child'
New York Now (2021)
Best Doll Award, Platinum
Loved by Children (2018)
Best Toy Awards, Silver
Junior Design Award, toys 3–5 (2016)
European Product Design Award – Toys 3–6 (2017)
European Product Design Award – Handmade Toy (2017)