I am a mum of 2 kids based in Melbourne.
This all came about when my then 4 year old son wanted a pink t shirt with a fire engine on it. Despite looking and looking this was not something I could find. I then started to notice more and more the gender divide in kids clothes. Pink for girls and blue for boys. This became even more obvious when I had a little girl. I cannot tell you how many times she was called a boy due to the fact she was not dressed in head to toe pink. This was never something that I agreed with. Kids should be allowed to wear what they want without any constraints.
So I set out to make a brand that was about kids, not about being a boy or girl. Not 1 colour or design for girls and the other for boys. But colours and designs that any kid can wear.
I also believe in doing what we can for our environment. This is why I choose to source my t-shirts from a company that has a responsible sourcing initiative, I choose to use a printing company that uses water based and child safe inks and I choose to send my products in 100% compostable bags.