Let's start caring more about the creators and the circular economy, not the brands.
This might sound controversial coming from me of all people, but… brands have never really interested me. I’m very much a “t-shirt and jeans” kind of person. Sometimes I make an effort, but labels have never appealed to me. Even less so when it comes to kids’ clothes. Is it really worth it ($$$) for something that’s going to be worn for such a short time?
Listen, I love cute clothes. When my daughter was little, I loved dressing her in my style.. caps, cool jeans, t-shirts, boys’ clothes, girls’ clothes, gender-neutral ...I did it all.
When I opened my store, I had to learn about all these kids’ brands that have different resale values, especially the ones made locally. I have a lot of admiration for the companies that take the time to create handmade or locally designed clothing. That matters. And yes, it adds value - especially when these pieces can have multiple lives, passed down to friends and family.
But let’s be honest... for babies from 0-24 months, clothes are worn for such a short time. The brand? It's not really what matters. What’s essential is that it’s practical and comfortable. And when you’re on a budget, you want clothes you’re not afraid to see stained with spaghetti sauce, mud, dirt and all the other little surprises hiding in their pockets.
With my busy schedule, I just don’t have time to get stains out of my kid’s clothes. An $80 sweater? Sure, maybe I’d want to save it… but that’s exactly why I don't buy that kind of item new (in addition to my limited budget, of course).
I love supporting companies that focus on quality, that create durable, resellable clothing. But at the same time, more “ordinary” clothes, with less perceived value, are just as essential. They’re practical, affordable, and they also should stay in circulation.
So no, I don’t really care that much about brands… but what I do care most about is that clothes are worn to their bitter end! That kids feel good in them. And if, as a parent, you want your kid to look cute — go for it, treat yourself! We all have the right to choose clothes that speak to us.
But in the end… they're just clothes.
That’s why I’ve chosen to focus on secondhand gear, and to remove a big part of our preloved clothing to offer it at super low prices during our “Fill a Bag” sales. While some shops are closing, big box stores are selling brand-new t-shirts for $5, and overproduction is creating artificial “needs”… we’re facing more waste, more pollution, more overconsumption.
That way, we can just focus on what really matters.
