Welcome to the first Spotlight! I will try and highlight a few labels from Down Under, that are very much up and coming or have been established over here, but might not be too known in the rest of the world.
When I first moved down to Australia, I was still very much searching for the equivalent to those amazing Scandinavian labels that I had left behind, when I moved from Copenhagen, Denmark. At a first glance, the Australian children’s fashion world was nothing but pink and blue – and lots of it! There was an overload of boisterous dinosaurs and cute flowers and the excitement I had felt back in Scandinavia felt slightly lost. But then I slowly started to find labels that was completely new to me, but were designed with the same sense of excitement.
Packed with with bold colors and raw prints. One of those labels were New Zealand’s MINTI. The label was born in 2003 and back then there really wasn’t any option for parents to dress their kids in high quality, cool clothing. The first season they designed went quickly off the shelves, and since then they have gone from strength to strength in their collections.
Their ethos “would we wear that if we were small” brings fresh air to all their artwork, which are designed by Nick Joblin, one of the art directors of the label. The hand drawn raw look appeals to both genders and is a huge reason to the success of this label.
Minti is coming into their 17th season this winter and have recently released their Winter 12 collection (unlike the European labels they release their collections to fit the Australasian region). The new collection dishes out a new dose of cool, for both girls, boys and babies. There are more clever graphics and prints, and as usual more bold colors to liven up those young wardrobes out there.
Minti is sold in Australia, New Zealand, United States, Japan, United Kingdom, Austria and Hong Kong.